BEIJING: Former Motorola marketer Larry Rinaldi is to take up the new post of global chief brand officer with Chinese white goods giant Haier Group, whose washing machines and refrigerators are sold in chains such as Wal-Mart, and in Europe.

Despite the company's worldwide success - it already has a North American headquarters in New York and a plant in South Carolina - Rinaldi could have a tough job on his hands.

According to executives at ad agencies working with Haier, the company is perceived a "nightmare" client with an ossified corporate hierarchy.

But Rinaldi (52) will not be unaware of such problems, having run his own Beijing agency, ONA, since 2005. He has been resident in the People's Paradise since 1998, when he was appointed Ogilvy & Mather's vice chairman for greater China.

According to Haier insiders, Rinaldi is charged with setting-up marketing systems and methodology to transform the firm and help build its global image.

Data sourced from; additional content by WARC staff