By Grant Shepherd

SYDNEY: Woodland Home Products has appointed Craig McKell as the company’s new group chief executive officer.

According to the company, McKell will be responsible for leading the Woodland Group through an aggressive global expansion of its BeefEater BBQ brand into the European, North American and South American markets and will also look after the St George Appliances brand in Australia.

Prior to this, McKell was a partner with Ernst & Young, where he was responsible for leading the Revenue Performance Management consulting group.

McKell has also had senior sales, marketing and executive management roles with leading telecommunications, information technology and professional services organisations over a career spanning 18 years.

“I’ve had the opportunity to work with some brilliant and inspirational people in world-class organisations — from start-ups to huge multinationals,” said McKell.

“But I don’t think I have ever been as thrilled as I am to be working with two such iconic Australian brands as BeefEater and St George.”