I certainly didn't see this coming!
Sandra Lawrence will no longer be the president of iRobot Home Robots, effective May 16th, after a little more than a year with the company. According to iRobot she is leaving "to pursue other interests," which is pablum. There has to be a MAJOR backstory here. Lawrence was touted as someone who could bring consumer sensibility (she had been a Gillette exec) to an engineering-heavy firm, and now she's gone after a year with no obvious or clear impact on the company, and not even a single sentence of praise from the company for anything that she did. ODD!!!
During her tenure, the company released the Roomba 500 Series which had been under development long before she arrived, ditto with the Looj, delayed the ConnectR robot, and launched a television advertising campaign that was criticized by some as offensive for portraying children as pigs and a husband as a donkey (others found it funny). Sales grew significantly, but it's not clear how much of that was Lawrence's doing or part of pieces that were already in the works. I guess we should have guessed something was up when she was not on the most recent conference call.
iRobot named Jon Elordi as the interim chief:
The company has named Jon Elordi as interim general manager of the Home Robots division, a position he will hold for the duration of the company’s search for a new president. During this time, Elordi will report to iRobot chief executive officer Colin Angle who will assist through the transition. The change will be effective as of May 16th. Mr. Elordi has worked at iRobot for three years as vice president of international sales and marketing. He is responsible for the strategic direction, partnerships, sales and marketing, and operations of the overseas business. Recently Elordi spearheaded the creation of a direct channel for international business, and established warehousing and protocols that enable iRobot to sell and ship directly to customers in the United Kingdom and Germany.iRobot of course recently changed the helm at CFO, of course, replacing Geoff Clear, who professed a desire to work at another startup. (Clear said that change was long planned, but of course there is no such mention in this very puzzling announcement.)
“Jon brings to the position a proven record of leadership and accomplishment in the consumer market space and a deep understanding of our business,” Angle said. “These management changes will not impact the financial expectations we discussed on May 1st 2008.”
Prior to joining iRobot Elordi was the senior vice president and general manager of international business for the Holmes Group. He has also held executive positions with Helen of Troy and Hallmark Greeting Cards. Elordi has a bachelor’s degree from Mercer University, and a master’s degree in Business from Florida Institute of Technology. Elordi served as a Lieutenant in the United Sates Navy between 1984 and 1990, where he was a surface warfare officer on board the USS William V. Pratt.
Tags: iRobot

