By Justus Scout
Since taking the helm as CEO of Keter in 2018, Alejandro Pena has transformed the company from a family-owned business in Israel to a global consumer products company. With a presence in over 100 countries and a diverse team of 5,000 employees, Keter has become a truly multinational and multicultural organization.
A strong emphasis on diversity and inclusivity characterizes Pena’s leadership style. As he proudly states, “We speak many languages. We’re diverse, and we are a multinational, multicultural company. We’re citizens of the world.” This multicultural approach has been a critical factor in Keter’s ability to adapt to different markets and consumer preferences, enabling the company to establish a strong foothold in key regions such as the United States, the United Kingdom, and Eastern Europe.
In addition to embracing cultural diversity, Pena is committed to driving innovation and sustainability at Keter. The company’s use of recyclable resin in its products ensures durability and aesthetic appeal and aligns with the growing demand for eco-friendly solutions. Keter’s dedication to sustainability is further exemplified through initiatives like the Keter Green Spaces program, which aims to create greener communities through education and promoting environmentally responsible practices.
Drawing from his experience at Rubbermaid, where he gained valuable insights into product management, innovation, and consumer centricity, Pena has been instrumental in shaping Keter’s design-led approach. Keter has created a unique brand identity that resonates with customers worldwide by focusing on personalized quality, design, and customer care.
As Keter continues to expand its global footprint, Pena and CFO Pasquale Iannone are implementing an omnichannel marketing strategy to ensure a consistent brand experience across all touchpoints. This approach allows customers to engage with Keter through their preferred channels, whether physical stores, digital platforms, or various delivery and pickup options.
Looking ahead, as Keter approaches its 75th anniversary, Pena remains dedicated to maintaining the company’s position as the most innovative player in the industry. By leveraging the strengths of its diverse workforce, prioritizing sustainability, and adapting to the evolving needs of consumers, Keter is well-positioned to shape the future of outdoor living solutions.
Under Alejandro Pena’s visionary leadership, Keter is driving growth and innovation and setting a new standard for the outdoor furniture industry. By embracing cultural diversity, sustainability, and a consumer-centric approach, Keter is poised to make a lasting impact on communities worldwide while navigating the challenges of an ever-changing market.
