STOCKHOLM — Mattias Rådström is to depart Electrolux after a decade with the appliance giant, including four years as global head of social media and PR.

Rådström will join European rental services company Cramo as SVP of communications, brand and investor relations in October. He leaves Electrolux after helping to establish the company's social media and content studio, via such initiatives as the Electrolux Design Lab.

Last year, Rådström was named to the Holmes Report's Innovator 25 in EMEA, in recognition of his work transforming Electrolux's reputation in the normally staid white-goods sector.

"We have built an excellent social media set up with over 70 Facebook pages and 30 Instagram and Twitter pages; we have a well-oiled content machine and global social media strategies in place," said Rådström.

"Sectors and markets are driving social media in a very professional way and Electrolux has become a social media leader in our industry."

Listed in Helsinki, Cramo Group is the result of a 2006 merger between Finland' Rakentajain Konevuokraamo Oyj and Sweden's Cramo. The company is a leading European rental services provider in the construction sector.