Britvic rejig widens Marsden's role

Britvic marketing director Andrew Marsden has taken on the new position of category director, as part of a reshuffle of the company's marketing and sales divisions.

Britvic marketing director Andrew Marsden has taken on the new position of category director, as part of a reshuffle of the company's marketing and sales divisions.

Marsden will retain his responsibilities as Britvic's marketing chief, but his role will also focus on category management, as the company implements its pounds 20m Right Choice category management programme.

He joined Britvic in March 1997, replacing predecessor Steve Kay. He came to Britvic from HP Foods where he had been marketing director since joining in 1994. During his time at Britvic he has been instrumental in growing Tango and launching Sunny Delight rival Juice Up.

Cathryn Sleight, formerly director of still drinks, is taking the new role of director of brand marketing, while former trading director for brewers and licensed wholesale Sue Garfitt will head the equivalent category planning area. Both will report to Marsden.

Marsden will head Britvic's brand management and category planning divisions, which have been combined to provide a wider view of the soft drinks market, and not just the performance of individual brands.

The sales division has restructured into two business units, headed by Jim Reade for take-home and Andrew Richards for on-premises. They report to Paul Moody, sales and operations director.

Britvic launched Right Choice, a pounds 20m category management scheme, in February. The programme targets four markets: females, children, meal occasions and variety and value. It focuses on those groups, rather than just the target market for individual brands. Britvic says the programme allows it to predict and capitalise on growth areas and launch the right products into the right markets.

One of Britvic's most recent launches was Juice Up, a juice drink designed to take on Procter & Gamble's Sunny Delight in the growing children's market.



Discussion

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now

Latest

Oasis #springasmile digital campaign gets people doing good deeds
Coca-Cola: 'Don't approach bloggers with a fait accompli'
Tesco CMO Matt Atkinson: 'It is so important not to stereotype mothers'
McDonald's gives Ronald a new look ahead of global 'Fun times' social media push
In pictures: BrewDog opens first craft beer shop BottleDog for 'beer aficionados'
Facebook ad revenue leaps $1bn as it invests in targeting
Malteser or Maltesers? Mars takes Hershey trademark dispute to court
Apple Q2 profits top $10bn as iPhone sales soar
Lynx tells men not to leave love to fate
HBO captures awkwardness of watching sex scenes with parents
Primark to open first US stores with Boston chosen as flagship location
Marketing spend on the up but a reality check is needed before celebrating
Top 10 ads of the week: Jackpotjoy and BT Broadband fend off Kevin Bacon
Lidl beats Tesco to 10m Facebook fans
Center Parcs ad banned for encouraging parents to take kids out of school
Coca-Cola, Cadbury and Amazon named top brands for targeting youth market
Leaked document shows Nokia to be rebranded as Microsoft Mobile
Nike lays-off hardware staff in move that casts doubt on future of FuelBand
Greenpeace says save the bees or humans will die
What brands need to know about changes to VAT and online downloads in 2015
Jimmy Savile victims urged to claim compensation in new ad campaign
UKIP launches biggest  ad campaign and stirs up 'racist' accusations
Apple boss Tim Cook provides voiceover on ad touting firm's renewed green commitments
John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Tom of Finland's 'homoerotic' drawings made into stamps
Toyota achieves the impossible by calming angry Roman drivers
YouTube reveals user habits to appeal to 'older' marketers