Mads Bjerre Andersen will join GN ReSound as senior vice president for the Europe, Middle East, and Africa sales region on August 1. Andersen succeeds Steen Bindslev.

Andersen, 46,  has been CEO of the German hearing instruments retailer GEERS Hörakustik AG & Co. KG since 1999. GEERS is one of the largest European retail chains within the hearing instrument industry. From 1999 to 2005 Andersen also had the operational responsibility for the German market.

Prior to 1999 he had various positions within the hearing instruments industry among other in GN Danavox (now GN ReSound) and the Hearing Instrument Manufacturers’ Software Association.