Neato Robotics names new CEO

The maker of automatic vacuums says it’s not finished developing smart-home products

Neato's robotic vacuum cleaners.

Newark, Calif.-based Neato Robotics will get a new CEO Jan. 1. Matt Petersen, a Neato board member since 2014, will replace current CEO Giacomo Marini. This appointment follows the acquisition of Neato Robotics by Vorwerk in September 2017

Petersen currently is the senior VP and chief marketing officer of JAFRA Cosmetics International, a Vorwerk owned subsidiary.

Current CEO, Giacomo Marini, will step down after five years, during which the company developed the full Botvac Connected product line of robot vacuums. Marini has been a Director at Neato since 2006, chairman since 2007, executive chairman 2011-2013, and chairman and CEO since February 2013.

“I’m pleased to hand over this position to Matt to lead the company into its next chapter,” Marini said, in the press release announcing the move. “I have been thrilled to see the company grow over the last 11 years, and to have recently launched our most powerful, intuitive and connected robot vacuum yet at IFA 2017.”

Petersen adds, “We will continue to innovate products, and push boundaries in the smart home space.”

After receiving his B.A. degree from Boston College and beginning his career with the Walt Disney Company, Petersen gained extensive leadership experience through diverse marketing roles at Mattel and PepsiCo. Prior to joining JAFRA, Petersen held numerous high-level positions at Mattel and was most recently VP of U.S. marketing, a role in which he was responsible for strategy and marketing programs. Previous roles proved his creativity and passion for marketing while demonstrating his strengths in global branding, consumer-focused creative, portfolio development and product packaging design. Petersen will step down from his roles at JAFRA as part of the transition to CEO at Neato.

Neato will be attending CES 2018 in Las Vegas, hosting a Neato Smartlife Open House, to showcase the Neato Connected product line.

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