Alejandro Pena has been the leader and CEO at Keter Group since he was first appointed to the position in 2017. Coming from the legacy work he was doing at Rubbermaid, a 100-year-old business, Pena felt like he was ready to hit the ground running with the recyclable resin-based home goods company. Focusing on the things that he did best at Rubbermaid, Pena would bring his attention to detail and focus on the consumer experience of Keter in order to offer them the best of what he could do.
In the intervening years since Alejandro Pena took over as CEO of Keter, the business has reached new markets while eclipsing more than 5,000 global employees. As a throughline to all of this progress, Pena has been guiding the team every step of the way.
Let’s take a closer look at the world of Alejandro Pena, the importance of customer service, and how Keter Group is intertwining them both to find success in today’s new digital market.
Business and Branding
When Alejandro Pena was brought on to Keter to help provide them with his professional experience, he knew that there was a template of success to follow going forward. Pointing to the behemoths of coffee at Starbucks, Pena was quick to note how intrinsic and unique the Starbucks experience was. From the cozy confines of the building to the smell of roasted coffee and the personal attention of a barista, the experience defined the business. Pena wants to do the same for his team at Keter Group.
Where Starbucks focuses on coffee and customer engagement, Keter Group is branding around its focus on environmental governance. Keter Group has already developed its business around recyclable resin materials that last longer than contemporary materials while costing a modicum of the price.
In addition to recyclable materials, Keter Group is working to develop green experiences through its work at Keter Green Spaces. The goal of Keter Green Spaces is to simply make for a more sustainable world by embracing greener communities and environmentally friendly messaging.
Pena says of his efforts with Keter Green Spaces, “We’re a leading player in our industry and a responsible community member.”
More than just being a responsible member of the community, Keter has found that innovation and environmentalism often go hand-in-hand. Alejandro Pena added, “We are a business driven by innovation, but we also live by the values of being good to the environment and our communities.”
Thanks to Pena’s governance, Keter Group has expanded dramatically with footholds in 100+ countries around the world. Keter Group is largely focused on Europe, North America, and throughout Israel. Pena says of the future of his business, “We see Keter becoming more of a consumer-centric company.”