Professional. Driven. Motivated.

The La-Z-Boy International team works together across continents to support our partners and customers worldwide.

Keith Wilson
President International and Joybird

Keith Wilson

As president international, Keith Wilson is responsible for all international sales, merchandising and marketing. His role includes managing overseas sales subsidiaries and the relationships with international licensee and joint venture (JV) partners. He is also the president of Joybird, a digitally native brand acquired by La-Z-Boy in 2018.

Keith has been an important part of the  La-Z-Boy team since 2016, initially leading the UK business. He was integral to the brand’s successful expansion in the UK and Ireland, building a strong team across the organization.

Before joining La-Z-Boy, Keith was UK director and general manager for Calligaris, the European market leader in dining and cabinet furniture. He also has experience working in product and brand marketing roles within the consumer electronics and DIY industries. After graduating from the University of Leeds with a degree in economics, Keith completed postgraduate studies in Marketing at Buckinghamshire College (Bucks New University) and the Chartered Institute of Marketing.

Keith is a fellow of the Chartered Institute of Marketing and speaks fluent Italian.. He supports Parkinson’s UK, a leading UK charity and is an enthusiastic sponsor of youth squash.

Jeff Lillich
Director EMEA, LATAM & China

Jeff Lillich

Jeff Lillich is La-Z-Boy’s director of EMEA, LATAM and China. In this role, he is responsible for developing strategy and commercial relationships throughout Europe, the Middle East, Latin America and China.

As a sales and business development leader, Jeff works with manufacturing, wholesale and retail partners in different continents to grow and improve the La-Z-Boy presence across markets.

Before joining La-Z-Boy in 2013, Jeff, who is a dual US and UK national, spent 22 years in international consumer durables working in financially focused roles.

He has a degree in accounting as well as an MBA and is a certified public accountant.

Mark Draper
Managing Director UK, Australia/New Zealand

Mark Draper

As managing director for the UK, Australia and New Zealand, Mark Draper has taken the lead in navigating the business through the challenges posed by the Covid-19 pandemic, including ensuring customers receive their orders despite the global shipping crisis.

Mark joined La-Z-Boy in 2017, initially as account and marketing director. His role was to look after ScS as well as marketing the brand and he worked on the first La-Z-Boy advertising campaign to target online, press and TV in the UK and led the way on numerous successful product launches.

In 2019, Mark was promoted to commercial director, assuming responsibility for the operational side of the business and all commercial functions. In July 2020, he was promoted to managing director of the UK arm of the business, adding Australia and New Zealand to his responsibilities in March 2021. 

Before joining La-Z-Boy UK, Mark had extensive experience in sales and marketing. He worked as sales director for QEP, an American business in the trade and home improvement market. He also worked as commercial director at TTi UK, a global manufacturer of power tools.

Ratharuj Manaswatcharapong
General Manager - La-Z-Boy Asia

Ratharuj Manaswatcharapong

As general manager for La-Z-Boy Asia, Ratharuj Manaswatcharapong plays a key role in building the La-Z-Boy brand in Asia and developing and strengthening important relationships with partners.

Ratharuj’s leadership has helped bring about a reduction in operating expenses and an increase in sales and profits. He has also been instrumental in providing a clarity of vision to his team, helping them to prioritise resources and inspiring their commitment.

Ratharuj has successfully spearheaded a La-Z-Boy campaign called ‘Beyond the Recliner’, which has run across Asia through social media, PR and a virtual conference. He also initiated the first virtual gallery for La-Z-Boy in Asia.

Before joining La-Z-Boy in 2019, Ratharuj built up 21 years of experience in multinational business. His expertise includes business development, marketing, finance and management.

He graduated from the University of Thailand with a degree in international business management and an MBA, majoring in business and finance management and is also a PhD candidate.

Trevor Hailes
Merchandising Director, International


As merchandising director for La-Z-Boy International, Trevor Hailes is responsible for developing and executing the company’s international product strategy and plan across all markets and with all plants and external suppliers.

Trevor has 17 years of experience within the furniture industry, working with one of the UK’s best-known furniture retailers, ScS Group Plc, most recently as Group Merchandise Manager. His time there saw him develop a flair and passion for desirable and commercial furniture and he was instrumental in the move to introduce La-Z-Boy to ScS back in 2009. The chain is now one of the leading retailers of La-Z-Boy furniture worldwide.

Trevor studied Sports Science at the University of Northumbria, and Football Management and Administration at Southampton Solent University. He is currently studying for an MBA from the University of Salford Business School.

Natasha Wright
Brand Marketing Director, International


As brand marketing director, Natasha works closely with the US marketing team to ensure a strong, consistent and powerful brand message is communicated throughout all La-Z-Boy’s international territories.

Natasha has worked with La-Z-Boy in the UK for nine years and has managed projects for the brand in the Middle East. She launched and developed a successful PR and marketing consultancy, specialising in the furniture sector.

She has a BA in journalism from the University of Sheffield, UK, and a master’s degree in marketing and communications with distinction. Before moving into marketing and PR, Natasha began her career in news, entertainment and lifestyle journalism.

Tristan Haigh
Finance Director, International

Tristan Haigh

Tristan Haigh is finance director (director of FP&A) for La-Z-Boy International. He brings strong leadership and a wealth of financial and operational experience to the role. Tristan also has specialist experience in turnaround and troubleshooting in smaller businesses.

Tristan first joined La-Z-Boy in 2016 as finance and operations director for La-Z-Boy UK and was instrumental in the transition of the UK business from our previous distribution partner – setting up the operation and building a strong team.  After successfully building the UK side of the business, he moved across to La-Z-Boy International in December 2019.

He has 25 years of finance and operations leadership experience gained from working for a multitude of companies from the consumer electronics, media, interior design and dairy industries, including Aiwa, Fujitsu, Dun & Bradstreet and Techtronic Industries.

Brian Winkelman
International Operations Manager

Brian Winkelman

As international operations manager, Brian Winkelman plays a vital role in the day-to-day running of the business, working closely with dealers, distributors and manufacturers.

Brian has a degree in marketing and logistics and has 22 years’ experience in business with a strong focus on managing people, business processes and global logistics and supply chains. He has been a part of the La-Z-Boy team since 2007.

He is highly effective at managing and developing teams and other relationships, ensuring customer satisfaction and making key improvements to the business.

Heather Lockhart
International Marketing Specialist

Heather Lockhart

Heather Lockhart is an international marketing specialist who has worked at La-Z-Boy for 21 years. Her career began in the customer service department, working closely with dealers in the United States and she has held various positions within the company.

In 2013, she moved across to La-Z-Boy International and she has taken on a number of different duties and responsibilities including merchandising and marketing support and acting as site admin and content manager for the international communications site. 

Heather has also provided invoicing and order support for both the UK side of the business and La-Z-Boy’s partner in China, Kuka.

Shelby Valmassei
International Customer Services Representative

Shelby Valmassei

Shelby Valmassei is an international customer services representative, handling incoming sales and service issues for La-Z-Boy in Canada, Latin America and Asia.

Before moving to La-Z-Boy International in March 2021, she worked for La-Z-Boy’s Comfort Care, assisting customers in the US with service issues.

She attended the University of Toledo, majoring in general management and human resource management and joined La-Z-Boy after she graduated in 2019.

Rachael Oates
International Accountant

Rachel Oates

Rachel Oates has been an international Accountant for La-Z-Boy since July 2020. She is motivated and self-driven with proven analytical and management accounting skills.

Before joining La-Z-Boy, Rachel gained experience working for a number of different international and UK businesses in roles including finance manager, financial analyst and management accountant.

Fiona Harden
Executive Administrative Assistant

Fiona Harnden

Based in the UK team, Fiona is responsible for managing the schedules of the UK & International leadership team and supporting local HR duties, reporting into La-Z-Boy Incorporated. Her role involves taking ownership of the running of the UK and International head office and everything associated with it.

International Major Account Support Specialist

Leo Wang

Leo is based in Dongguan, China, co-ordinating export orders and field inquiries from staff members, customers and sales representatives in order to provide first class customer service for La-Z-Boy China, run by our licensee for the country, Kuka.

Before joining La-Z-Boy, Leo has worked for several different international companies and factories in roles including production and logistic manager, and assistant to the general manager.

Katie Broadley
Customer service representative, EMEA

Katie Broadley

Katie Broadley is responsible for entry and shipment of orders for our customers throughout Europe, Middle East and Africa along with handling service issues and general inquiries.

Prior to joining our international team, Katie worked for La-Z-Boy UK’s customer service team and is based in England.


Fiona Harden
Executive Administrative Assistant

Fiona Harnden

Based in the UK team, Fiona is responsible for managing the schedules of the UK & International leadership team and supporting local HR duties, reporting into La-Z-Boy Incorporated. Her role involves taking ownership of the running of the UK and International head office and everything associated with it.

Become a La-Z-Boy partner

If you are interested in becoming a brand partner or licensee, we’d love to tell you more about the benefits of working with La-Z-Boy.