Steinbrenner, the former director of marketing for Black Decker, now takes over the newly created position of vice president of marketing for Rowenta.
One of his top tasks, Steinbrenner said, is to strengthen the Rowenta brand name -- a top seller in Europe -- here in the U.S., especially in the home care arena.
"We are looking at categories that are strong for us in terms of a growth standpoint," Steinbrenner said. "Basically we want to build on our strength in home maintenance via the irons."
To that end, Rowenta plans to introduce new home cleaning devices before the end of the year, Steinbrenner added, although he declined to give details, except to say that the products will use technology to make cleaning easier.
"Think about what Black Decker has done with Scumbuster and Royal has done with the Broom Vac," Steinbrenner suggested. "We're looking to help consumers get through their everyday tasks. The goal is to give consumers the `home tools' necessary to get the job done faster than the old-fashioned ways do so you can do other things, like play golf."
Prior to joining Rowenta, Steinbrenner held a number of top-level positions at Black Decker. Most recently, he was director of marketing for the company's core business marketing management where he created the successful Scumbuster wet scrubber direct response TV programming on QVC.
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