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.