IKEA names Erin Falconer as head of marketing across Australia and New Zealand markets

IKEA has appointed Erin Falconer as head of marketing for Australia and New Zealand, promoting from within as outgoing marketing chief Kirsten Hasler prepares to leave the business.

Falconer has been marketing communications manager at IKEA since 2017, leading how the brand shows up in market across customer touchpoints.

In the role, she has led IKEA’s in-house content team and agency partners across integrated campaigns, while contributing to brand positioning, commercial activation and growth strategy.

She will begin the new role this week, with a transition period alongside Hasler before her departure from IKEA in August 2026.

Hasler was recently appointed chief marketing officer of Unilever Australia and New Zealand, effective 1 September.

As head of marketing, Falconer will lead IKEA’s marketing strategy across Australia and New Zealand, with a remit spanning customer acquisition, brand presence, loyalty, customer-centric solutions and cross-functional alignment.

Artsiom Tsalko, growth and marketing manager at IKEA Australia and New Zealand, said Falconer’s brand leadership and creative experience would be central to the next phase of IKEA’s marketing.

“I am delighted to welcome Erin to this vital role in the Growth & Marketing team. Erin’s proven expertise in brand leadership and her passion for creative excellence will be invaluable as we continue to strengthen the external expression of the IKEA brand and drive impactful marketing strategies,” Tsalko said.

“I look forward to seeing Erin inspire our team and contribute to our ongoing success.”

Hasler said Falconer had played a significant role in IKEA’s local brand growth and commercial performance.

“Erin has played a significant part in IKEA Australia and NZ’s brand growth and commercial results, by leading our local brand positioning and implementing it through consistent, globally recognised, creative work that is both creatively powerful and commercially excellent,” Hasler said.

“Erin has a bold, tenacious leadership style, and brings clarity to complexity. It’s been a joy working with Erin and I look forward to seeing both the brand and IKEA Marketing team’s continued development under her expert guidance.”

Falconer said the new role would focus on connecting brand, customer and commercial performance.

“I’m thrilled to step into the Head of Marketing role for IKEA Australia and New Zealand. For me, it’s about creating not only distinctive and engaging campaigns, but activities and experiences with our brand that genuinely drive meaningful local connection and growth,” Falconer said.

“We have a such a strong platform to build from, and I’m energised by the opportunity to lead an incredibly high performing IKEA Marketing team and external agency partners to connect brand, customer and commercial performance in the sharpest, most efficient and impactful ways.

“We're going to show Aussies and Kiwis how together, we can improve the everyday, with clever solutions that create more room for a life.”

Before joining IKEA, Falconer held senior marketing communications roles with Disney, BBC Worldwide and Time Warner, including Turner Broadcasting and Warner Bros. She also supported the launch of Netflix in Australia.