The IKEA veteran will oversee the brand’s marketing strategy as the store expands its omnichannel presence and increases its local relevance in India.

IKEA has appointed Jessamine Avila as Chief Marketing Officer (CMO) for India, adding to the company’s leadership team as the Swedish home furnishings giant expands its omnichannel footprint in one of its fastest-growing regions.

Avila will join IKEA India’s Growth and Marketing division, where she will oversee the firm’s marketing strategy, with a focus on increasing brand relevance and consumer interaction as the company expands across physical shops and digital platforms.

Avila has almost two decades of expertise in marketing and brand creation, including 12 years at IKEA in global and market-specific leadership roles. Throughout her career, she has held senior roles in Australia and collaborated with IKEA’s global marketing team in Malmö, Sweden, on brand and marketing transformation projects aimed at improving consumer relevance and fostering long-term company success.

Her hiring comes as IKEA continues to invest in extending its presence in India and improving its omnichannel strategies. Avila will use her worldwide expertise and awareness of local market characteristics to improve the brand’s representation across channels and create more consistent, engaging customer experiences.

Since entering the Indian market, IKEA has established great customer awareness through regionally relevant ads, immersive store experiences, and digitally first interaction. The brand’s marketing approach, which focuses on ordinary living at home, has enabled it grow beyond awareness to become a part of popular culture debates in urban India, while also promoting increased adoption across online and offline channels.

Jessamine Avila, speaking on her hiring, stated, “Together with the IKEA India team and our agency partners, I look forward to building meaningful communication that strengthens local relevance and brings IKEA closer to everyday life at home.”