Alexander Hecker to lead CHERRY's global peripherals unit

Alexander Hecker is set to take on the role of Senior Vice President Global Peripherals at CHERRY from 1 February 2025.

CHERRY's decision to appoint Alexander Hecker comes as part of a restructuring of its Peripherals division, which consolidates sales and marketing of various product segments including gaming, office, hygiene, and security. This move is designed to create a unified go-to-market approach, enhancing organic growth capabilities.

Alexander Hecker will lead the management of this newly restructured business unit while becoming a part of the Cherry SE management team as Managing Director of Cherry S.A.R.L. and CHERRY Americas LLC. The restructuring follows an announcement that Thierry Ondet, initially appointed to the post, is unable to assume the position due to personal reasons, a situation CHERRY acknowledges with regret.

Centralising the sales and marketing operations within the Peripherals division, CHERRY aims to streamline product access for partners and customers alike, aligning with the company's vision for long-term growth and enhanced competitiveness.

Alexander Hecker joins CHERRY with over 25 years of industry experience. His past achievements include building the Sonos brand and implementing successful go-to-market strategies that significantly increased the brand's reach. These experiences, coupled with his roles at Eora, Sonos, Microsoft, and Sony, reinforce his capability to steer strategic development within CHERRY.

Hecker's responsibilities at CHERRY will involve launching a new partner programme aimed at fortifying distributor and retailer networks across Europe. Key markets such as Benelux, Iberia, France, the UK, the Nordics, Poland, and German-speaking countries are a specific focus. Collaborating with Cherry Americas and Cherry APAC, Hecker aims to enhance global brand synergy, driving the international growth of CHERRY.

Increasing brand awareness of Cherry Peripherals stands as one of Hecker's primary goals, positioning its products more prominently in the market. This involves leveraging CHERRY's established reputation for quality, innovation, and user-friendliness through targeted marketing and sales strategies.

Alexander Hecker expressed enthusiasm about his new role: "I'm really looking forward to my new role at CHERRY. It feels like coming home to a familiar and dynamic industry, combined with the reunion of old companions and the exciting prospect of shaping new partnerships. CHERRY has enormous potential and the market needs another strong player. I would like to thank the Management Board and Supervisory Board for the trust they have placed in me and I am looking forward to getting started. It is a great incentive for me to work with the entire team to further develop the business and take it to the next level."

In supporting the appointment, Oliver Kaltner, CEO of Cherry SE, stated: "We are delighted to announce Alexander Hecker as a top-tier appointment. A universally respected multi-channel expert who has done successful business with our sales partners in various tech and CE companies over several decades. In addition to Microsoft and Sony, his success with SONOS is particularly noteworthy. Hecker joins CHERRY at the right time, as we are in the early stages of reorganising our business plans for peripherals. At the same time, on behalf of CHERRY, I would like to express our regret that Thierry Ondet will not be able to take up his position at CHERRY for understandable personal reasons. We will remain in close contact and wish him all the best for 2025, both professionally and personally."