Fisher & Paykel Appliances is pleased to announce that Dara Henricksen has been promoted to design engagement director for the U.S. market. In her new role, Henricksen will oversee the premium appliance brand’s design development managers (DDMs) across the country and Experience Center (EC) teams in Costa Mesa, Calif., and New York City, driving the brand’s overarching design engagement strategy for the specifier, designer and architect (SDA) market. As design engagement director, Henricksen will implement new brand initiatives and touchpoints to deepen relationships across this segment and support profitable growth.
“A proven brand and marketing leader for over six years, Dara’s extensive experience at Fisher & Paykel and DCS Appliances will enable her to drive incremental success in the SDA community,” said Pierre Martin, vice president of marketing. “As a brand, we’ve made significant investments in this design segment, and I am confident that Dara will identify new strategic opportunities in collaboration with our design development managers to help fuel our growth in target markets for years to come.”
With a background in brand communications and PR across various agencies and in-house at multinational consumer goods brands, Henricksen joined Fisher & Paykel in 2019. Before stepping into the world of luxury appliances, she worked alongside some of Los Angeles’ most celebrated chefs and restaurateurs where she became versed in the art of fine dining. She developed the narratives of 18 acclaimed restaurants, securing top-tier media placements and curating memorable activations.
Her experience working in the culinary space, coupled with her work for and with brands, deepened her appreciation for craftsmanship and storytelling—an approach she continues to bring to her work in brand marketing.
During the last six years at Fisher & Paykel, she has overseen all touchpoints of the marketing funnel, including brand communications, media strategy and strategic planning for key e-commerce retailers. Henricksen played a key role in evolving Fisher & Paykel from a traditional to a digital media strategy, increasing the brand’s digital awareness and footprint and improving ROI. In 2023, Henricksen received the Fisher & Paykel Trailblazer Award, recognizing individuals who substantially impact the business and demonstrate innovation through thoughts, actions and challenges.
“I am honored to lead Fisher & Paykel’s SDA strategy for the US,” said Henricksen. “As director of consumer marketing and communications, I gained valuable insights into this dynamic community through several projects and activations. With a strong foundation across our organization and the broader design industry, I look forward to shaping our market strategy, engaging with key markets and stakeholders and driving new business to our incredible U.S. Experience Centers.”
Henricksen lives in Southern California with her family and works at Fisher & Paykel’s U.S. headquarters & Experience Center in Costa Mesa.
