Asia-Pacific Power List 2024: Kirsten Hasler, Ikea

Kirsten Hasler

Head of marketing
Ikea
Australia, New Zealand
New member

Leading the Ikea Australia (and soon to be New Zealand) marketing team, Kirsten Hasler exemplifies her deep commitment and dedication to Ikea's brand vision: improving lives through better living solutions through insight-driven initiatives.

Hasler's expertise spans diverse areas including customer relationship management, loyalty programs, social media strategies and digital transformation. She has spent over a decade crafting the brand's success Down Under, with added experience with the brand's global operations during her stint in the Netherlands. Since rejoining the Australia team, she has brought her well-rounded industry perspective to drive growth, as was the result of the expansion to Aotearoa New Zealand, and a close focus on the needs of local customers to drive growth through insight-driven initiatives.

Despite economic headwinds, Hasler works to ensure the brand maintains the affordable, sustainable home furnishings lifestyle the brand represents, through savvy deals and punchy campaigns like ‘Do Try This At Home’ from Ingka Group, the largest Ikea franchisee. The playful campaign aired across Australia for 25 weeks, on television, social media and online channels, including the Ikea website, and a cinema placement in June. It was the first time that one brand campaign was launched across all 31 Ingka markets worldwide.

But perhaps her more notable crowning achievements are the Ikea Family and the Ikea Business Network loyalty programs, which flourished under her management – deepening customer relationships through bespoke rewards. Under her direction, the team spearheaded the programme's development worldwide, including in Australia. As a result, membership numbers soared, growing B2B sales by 160% – a testament to her strategic vision.