Gillette is about to appoint one of its US marketing chiefs, David Bashau, as head of marketing for Northern Europe.
Bashau replaces Martin Williams who left the company last month to join the priesthood (MW June 21).
Bashau is marketing director for personal care products, USA. But he will now take control of the marketing for the company’s products throughout Northern Europe, with responsibilities for Gillette brands in the UK, Scandinavia, Ireland and Holland.
He will also take responsibility for consolidating brands such as SensorExcel and Gillette Sensor for Women.
The former head of marketing, Mary Hiley-Jones, is presently performing the marketing function until Bashau’s appointment is made permanent.
She is expected to return to her post in Boston as business director for disposable razors for the North Atlantic.
Hiley-Jones held the post of marketing manager for Northern Europe for three years before Williams was appointed.
Gillette is continuing to focus the biggest share of its marketing spend on SensorExcel.
SensorExcel was launched in 1994, as part of Gillette’s long-term strategy of attracting more upmarket consumers.
The brand has 19.4 per cent of the UK razor market by volume (IRI InfoScan).
Bashau joined Gillette in July 1992 as marketing director for personal care products in the US.