"We're thrilled to have Mehdi on board and to leverage his knowledge and experience to implement a global strategic marketing vision for CES in North America and our UK business, City Electrical Factors," said CES President and CEO Thomas Hartland-Mackie. "As the Global Chief Marketing Officer, he'll help grow our global brand and build upon our successes."
"It's about uniting to create more meaningful experiences and innovative services, and therefore better value for our customers," Tabrizi said. "It's also about further strengthening our strong customer relationships by engaging with them on their terms."
In 2021, CES continued to expand its branch network and now employs more than 3,600 people across the U.S. and more than 7,000 worldwide. The company wants to support that growth globally and continue to make an impact on the electrical industry.
By evolving creative strategies and finding the most effective way to reach CES's audience, Mehdi and his role will help CES expand authentically and effectively.
"Mehdi will ensure that we have a strong global, unified strategic direction and omni-channel plan that will boost brand awareness, grow our market share, foster ongoing customer loyalty, and deliver a consistent consumer experience across our stores and platforms," Hartland-Mackie said.
"I have always had a passion for innovation and creativity," Mehdi said. "I spent over a decade at one of the most renowned innovation and design agencies because I wanted to help organizations build their brands by creating better products and services and improving their customer experience."
With ambitions to unite missions and strategies across the globe, Mehdi will be partnering with the marketing departments across CES's electrical businesses in North America and Europe.
"We want to continue to better understand the unique needs and evolving wants of all of our customers and translate them to new value-creating service offerings and more engaging, holistic experiences," Mehdi said.
What attracted Mehdi to CES were the values of the family organization.
"I joined CES because of the organization's entrepreneurial culture, customer service DNA, and for its family visionary leadership. However, what was even more important for me was the strong family values of the organization, as they highly aligned with my own personal values," Mehdi said. "Being part of an organization that genuinely, and passionately, cares for its people, customers, and community is very unique and truly a blessing."
Mehdi has over 20 years of experience in business-to-business and business-to-consumer marketing. He has led marketing functions for global corporations, and is well versed in everything from brand strategy, consumer experience, digital experience, product marketing, and emerging technologies.
"We have to continue to create meaningful experiences for our customers. We are living in a time of meaning, authenticity, and relevancy," Mehdi said. "Meaning is truly understanding your audience's means and desires. Authenticity is being true to who you are — your purpose, promise, and values. And because of these things, you must always stay relevant to the time."
