Robert Diedrich is the new Global Head of Marketing at WE-EF

by | May 15, 2024 | News

In his new role, Robert Diedrich is responsible for the global marketing strategy and planning of the WE-EF Group, which operates worldwide from locations in Germany, France, England and Switzerland as well as Thailand, Australia and the USA. Recognised as a leading outdoor lighting specialist, WE-EF offers professional lighting solutions ranging from urban spaces to architectural projects and from street lighting to façade and monument lighting.

Robert Diedrich, a long-standing WE-EF employee and experienced marketing professional, has moved to the top as of 1 May 2024. After studying economics at Monash University in Melbourne, Australia, Robert Diedrich began his professional career in 1994 as the first permanent employee at the newly founded WE-EF Lighting Pty Ltd in Melbourne. There he worked in various positions, including in marketing, sales and logistics, and was instrumental in building and establishing the WE-EF brand in Australia and New Zealand. In 2007, the native Australian moved to WE-EF LEUCHTEN GmbH in Bispingen, Lower Saxony, where he has since continuously developed and expanded marketing in the WE-EF markets of Europe and the Middle East. He is more familiar with the company’s strong DNA than almost anyone else. Founded in 1950 as an owner-managed family business, WE-EF has been part of the Fagerhult Group since 2017, a leading company in the professional lighting industry, which is one of the three largest in Europe and has a global presence with a total of 12 brands.

“I am convinced that Robert Diedrich has everything we need for the future of WE-EF. And even more. Robert not only has broad expertise in the field of marketing, but has also demonstrated his enthusiasm for WE-EF and his passion for light,” says WE-EF CEO Thiemo Cordes, emphasising the personnel decision and continues: “As Global Head of Marketing, Robert will play a decisive role in further advancing the positioning and growth of the WE-EF brand.”

 “I’m looking forward to working with our international team and helping to further strengthen the WE-EF brand on the global market,” says Robert Diedrich, who has a passion for light as well as a strong commitment to environmental issues. For example, he initiated WE-EF as one of the first companies in the lighting industry to document the ecological footprint of its luminaires in detail across all phases of their life cycle with so-called EPDs (Environmental Product Declarations) back in spring 2014.

Robert Diedrich sees a particular challenge in the further development of the company’s digital landscape: “In order to address our target groups individually, we will use state-of-the-art digital technologies that allow us to cater specifically to different needs.” This includes the integration of 3D visualisations and virtual reality as well as the use of artificial intelligence. “As a solution-orientated partner, we want to offer our customers an exceptional digital journey that exceeds their expectations,” explains Robert Diedrich. “Our strategic approach aims to play a pioneering role in the areas of innovation, design and sustainability.”