Whitbread rejig heralds review

Whitbread has appointed its first strategic planning manager, whose brief will be to review strategic direction across its whole portfolio.

Whitbread has appointed its first strategic planning manager, whose

brief will be to review strategic direction across its whole


The brewer has handed the role to Susan Purcell, who is currently

marketing manager on Stella Artois.

The position will give Purcell control of projects across Whitbread’s

brand portfolio, which includes Heineken, Murphy’s and Boddingtons.

Purcell will report directly to marketing director John Derkach.

Purcell’s promotion has triggered a shake-up of roles within Whitbread’s

marketing department.

Tracy Darwin moves from Labatt to become marketing manager on Stella

Artois, Matthew King transfers from Rolling Rock to the Labatt range and

Ian Tweedale is promoted from new product development to marketing

manager on Rolling Rock.

Last month, Whitbread Beer Company announced an 11% increase in

operating profit for the year to March 1 1997.

The group increased its share of the total beer market by 15.3%, with

premium packaged lager brand Stella Artois recording a 20% increase in

volume sales.


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