LG Electronics USA, has named James Fishler to the newly created position of Senior Vice President, Marketing & Go-to-Market Operations, expanding his role beyond leading Marketplace Operations, In-Store Merchandising and Sales Operations.

This new position also encompasses brand marketing for Home Appliances, Home Electronics and Mobile Phone products in the United States. He assumes the marketing, advertising, public relations and consumer promotions responsibilities from Peter Reiner, who is leaving the company for an opportunity outside of the industry.

Fishler has been Senior Vice President of Go-to-Market Operations for LG Electronics USA since May 2010, responsible for key sales support activities.  He joined LG in June 2009 as Vice President of Sales, responsible for electronics strategic account development.  Fishler built his career starting with Sony Electronics in 1997 in a variety of roles and locations across the United States, his last post being vice president, strategic sales planning in 2009.