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iRobot Appoints Former Whirlpool Exec Cerda to Lead Home Robots
Mar 7, 2013
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iRobot Corp., maker of the Roomba and other home robotic appliances, said Christian Cerda has joined the company as senior vice president and general manager of its Home Robots business unit, effective immediately.

Cerda comes to iRobot from Whirlpool Corp., the world's biggest maker of major appliances, where he most recently served as general manager of one of the company's important sales channels. Cerda also held Whirlpool roles in which he was responsible for sales, marketing, brand communications, product development and operations. Prior to Whirlpool, Cerda held senior roles at The Boston Consulting Group and Procter and Gamble.

iRobot hired Cerda to build on Home Robots domestic and international expansion and product development. He will report to Jeff Beck, chief operating officer.

"In 2012, the Home Robot business had a phenomenal year with revenue increasing 28% from the previous year. In 2013, the business unit is expected to grow roughly 20% through continued adoption of home robots globally," said Beck. "Christian's extensive international and retail channel experience will be a valuable asset to iRobot's continued growth through expanded distribution of new products, deeper penetration of existing markets and further expansion into Latin America and China."

iRobot has sold more than 9 million robots worldwide. It's line includes the Roomba vacuum cleaning robot, Scooba floor washing robot, Mirra pool cleaning robot, and Looj gutter cleaning robot.

The company's second business segment is military/defense robots.

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