How Alejandro Pena Has Emphasized ROI and Customer Growth as the CEO of Keter

    Developing a successful business has long been part-and-parcel of the worker’s dream. Building a brand or developing products that can bring improvements to the lives of consumers everywhere can be a heady and powerful thing. Look at how brands like Starbucks and Apple have so effectively ingrained their work and brand into the public consciousness.

    Across the COVID-19 pandemic, much of the world shuttered in shock as it recoiled from shutdowns, illness, and economic downturns. During this period of time, human behavior would also change, which would lead to more prominence in the world of e-commerce. As more and more shoppers have turned to the internet for their needs, businesses like Keter Group have relied upon it increasingly to deliver results.

    Introducing Keter Group

    Keter Group is a multinational company based out of Israel that develops recyclable resin-based home products for indoor and outdoor applications. From island kitchenettes to outdoor seating and everything in between, Keter has provided customers in Israel with solutions for more than 75 years.

    Starting in 2017, Alejandro Pena would be brought on to take Keter Group global. Developing concepts based on and built around his time at Rubbermaid, Pena would work alongside Keter Group’s CFO to build an omnichannel marketing strategy.

    Specializing in durable consumer goods, Keter’s recyclable resin-based products would quickly find a market in North America as well as throughout Europe, and that is due in large part to the branding put in place by Alejandro Pena and the rest of his team.

    Pena says, “We are innovators; we invent what’s new and next, and we do it with a sustainable mindset and consciousness.”

    A Global Leader

    Since joining Keter as their CEO in 2018, Alejandro Pena has been overseeing a team of more than 5,000 total employees. The focus since his installation as CEO at Keter has been simple for Pena: create a brand and marketing identity around what Keter does best.

    In the intervening years since he was named CEO, Alejandro Pena would work closely with a team to develop Keter Green Spaces as a sustainability initiative for communities that interface with Keter. Pena says, “We are a leading player in our industry and a responsible community member.”

    Due to its focus on innovation and environmentalism, Keter has been able to innovate in new and unique spaces while building its own brand. Pena added, “We are a business driven by innovation, but we also live by the values of being good to the environment and our communities.”

    As the company continues to grow and innovate in these spaces, the team is increasingly relying on a customer-first approach to both satisfaction and data curation.

    During his time at Rubbermaid, Pena would be drilled on the topics of product management, consumer centricity, and product management. Through his past, Pena hopes to build a better future for the team at Keter Group as they continue to expand.