Pepsi revamps Euro operation

Pepsi Cola has streamlined its marketing across Europe, subordinating it to the newly-created role of marketing chief, in an effort to recover lost ground in the cola wars.

Arnold Veraart, now area vice-president for the Netherlands, Belgium, Austria and Switzerland, will take on the role of vice-president marketing for the Europe and sub-Saharan Africa business unit, which includes the UK.

All marketing functions previously under Mhairi McEwan or Simon Calver, vice-president marketing Western Europe and area vice-president UK and Ireland respectively, now report to Veraart.

McEwan is leaving Pepsi Cola to move to another job within PepsiCo. Pepsi sources deny industry suggestions that McEwan will replace Jill Hilliard, vice-president of Pepsi snacks for Western Europe.

Yann Tardiff, marketing director of core brands, who reported to McEwan, will also be leaving Pepsi Cola for another job within PepsiCo and his former role will be abolished.

Pepsi says both McEwan and Tardiff are being promoted.

These moves follow the an-nouncement in September by Pepsi-Co chief executive Roger Enrico that the company would restructure its cola business with the aim of saving $100m (64m) a year. Enrico also said Pepsi Cola will concentrate its resources on markets where it is strongest.

Veraart will report to Wayne Mailloux, the former president and chief executive of Pepsi Cola Western Europe, who becomes general manager of the Europe and sub-Saharan business unit. Calver will also report to Mailloux.

Other changes involve Tim Davie, previously marketing director for innovation, who becomes marketing director colas. His previous role has been abolished, while Nick McGrath, the head of flavours in the UK, is also being promoted to another position within PepsiCo.

Europe was formerly covered by a Western and an Eastern European unit. Central Europe is the other new unit covering Europe and there are ten new units worldwide.

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