Homethings, the sustainable home care startup, has announced the appointment of eco-brand expert Pete Rosier as its new Head of Brand. Rosier joins the company after a 15-year stint at Ecover + Method, where he was the European Creative and Content Lead.
In his new role, Rosier will work closely with Homethings founders Tim Keaveney and Matt Aubrey, contributing his expertise to the company's brand positioning and marketing strategy as they gear up for the next stage of business expansion. The team's plans include establishing new brand partnerships, as well as launching limited editions and campaigns for 2023/24.
Rosier began his career at Ecover in 2008, swiftly advancing to the positions of UK Brand Manager and European Digital Lead. In 2012, Ecover acquired San Francisco-based cleaning brand Method, which expanded Rosier's creative brand marketing duties across Europe. Then, in 2017, SC Johnson acquired both brands.
As the European Creative and Content Lead, Rosier executed several memorable campaigns, including "Method Drag Cleans" which challenged 'toxic gender stereotypes in cleaning', and "Ecover Laundry Against Landfill & Refillution" which aimed to foster positive consumer behavior. Most recently, he oversaw the Ecover x Mr Men. Little Miss partnership, intended to motivate the next generation of eco-activists.
Rosier expressed his enthusiasm about joining Homethings, saying that while he is proud of his work at Ecover + Method, he felt a sense of unfinished business in the cleaning industry. He added, "It’s a dirty industry which needs cleaning up. I want to help inspire change and call out complacency. Re-use rather than just recycle is the future of sustainable home care and these guys are leading the charge.”
Keaveney, co-founder of Homethings, expressed his excitement about Rosier's arrival, pointing to his vast experience in eco-brand development and strategic marketing. Keaveney added, "We’re confident that he can help us to elevate Homethings to a new level of awareness and customer recruitment. Together, we’re edging one step closer to our mission of changing the way the world cleans and making refill more accessible to all.”