CHERRY Expands Sales Team in Strategically Important Markets

08/2026 - Back to overview

Five experienced experts strengthen the company’s market presence in the European B2B and channel business

Auerbach, August 3rd, 2026 – As part of its "Project Blossom" growth and transformation strategy, CHERRY SE is systematically expanding its European sales organization. Through targeted additions to its teams in the core markets of Germany, Austria, and Switzerland (GSA), France, the UK, and the Benelux region, the company is laying the groundwork for greater customer proximity, a stronger focus on partners, and sustainable growth. 

By bringing on board Andrée Kratzenberg (Head of B2B System House & Channel), Charly Engelhardt (Key Account Manager System House GSA), Jonathan Filleau (Country Manager France), Craig Hill (Country Sales Lead UK), and Quilly Sajoe (Country Lead Benelux), CHERRY has secured experienced sales experts for strategically important markets and sales channels.

The new sales structure combines clear regional market responsibility with enhanced European collaboration. At the same time, CHERRY is further expanding its expertise in the system house and channel business in order to support customer projects even more closely, strategically develop partnerships, and tap into additional market potential. In doing so, the company is implementing another key component of "Project Blossom" and strengthening the foundation for profitable, sustainable growth across its Office, Gaming, Industry, and Security business units.

“'Project Blossom' represents a clear focus on sustainable growth, our customers and partners, and the markets of strategic importance to CHERRY. By expanding our European sales organization, we are bringing responsibility and decision-making authority closer to our markets. This enables us to identify opportunities sooner, provide more targeted support to our partners, and implement our strategy more consistently at the local level. A stronger regional presence, clear responsibilities, and close European collaboration are essential prerequisites for the company’s long-term, profitable success,” explains Alexander Hecker, Senior Vice President Global Peripherals at CHERRY SE.

By expanding its European sales organization, CHERRY is strengthening its presence in strategically important European markets and intensifying collaboration with system integrators, e-tailers, retail and IT specialist dealers, and distribution partners. In doing so, the company is creating further conditions to consistently implement its European growth strategy in a partner-oriented manner.

Two New Appointments at the German site in Auerbach

Andrée Kratzenberg takes on the role of Head of B2B System House & Channel, where he will drive the strategic development of the B2B channel in the GSA region. He brings with him over 20 years of sales experience in the consumer electronics and IT industries. Prior to joining CHERRY, he held positions such as Head of Key Account & Channel Management EMEA at Wacom Europe and various leadership roles at Sharp Electronics Europe. "CHERRY is a brand with unique appeal and exceptional product quality. Further expanding this strength in the B2B channel and tapping into new areas of growth together with our partners is an exciting task that I am very much looking forward to," says Kratzenberg.

In Charly Engelhardt, CHERRY gains a new Key Account Manager for System Houses in the GSA region. He brings not only extensive experience in channel sales and business development but also knows the company from a distributor's perspective. He previously worked closely with CHERRY as a Business Development Manager for Gaming and PC Peripherals at Littlebit Technology, where he was also responsible for expanding partnerships with e-tailers and retailers. "I value CHERRY’s high product quality, partner-centric approach, and ambition. I now look forward to further developing these relationships from within the company and driving sustainable growth together with our partners," says Engelhardt.

Strengthening the leadership teams in France, the UK, and the Benelux region

Jonathan Filleau takes charge of CHERRY’s business operations in France as the new Country Manager. Most recently, he built the global category management organization at Corsair as VP of Channel Marketing & Category Management. Prior to that, he held various leadership positions at PNY Technologies. With over 20 years of experience in international sales and brand building, Filleau is set to further expanding CHERRY’s market position in France across both B2B and B2C sectors. "CHERRY enjoys an excellent reputation among professional users and tech enthusiasts in France. Together with our partners, I aim to leverage this strong foundation to further strengthen the brand across all relevant sales channels," says Filleau.

Craig Hill joins the CHERRY team for the United Kingdom. As the new Country Sales Lead UK, the sales expert brings over ten years of experience in omnichannel sales and marketing, gained at companies such as Logitech and Trust. "CHERRY combines high-quality products, innovative technologies, and a brand steeped in tradition with over 70 years of German engineering excellence. I look forward to further developing this potential in the UK market," says Hill.

CHERRY has also appointed Quilly Sajoe as Country Lead Benelux; he will be responsible for the company's business operations in the region. Sajoe has over 20 years of experience in the technology industry and possesses extensive expertise in both B2C and B2B sectors. He previously held various leadership positions at Sony, devolo, and Reolink, where he oversaw business development, devised successful go-to-market strategies, and managed regional operations. In these roles, he built lasting partnerships, opened up new business areas, and strengthened market presence across various sales channels.