Kwik Save has hired Alan Shepherd, Spillers Petfoods’ European director for dogfood, for the new role of communications director. He will control a 9m advertising budget.
Shepherd was hired by Kwik Save group marketing director Phil Smith. The two worked together at Kraft General Foods. Part of Shepherd’s remit will be to review relations with the retailer’s ad agency McCann-Erickson Manchester.
Shepherd will also look after customer service and internal and external communications. He and Smith will oversee the implementation of the “New Generation” strategy, developed by management consultants Andersen Consulting.
The move is designed to revamp the chain and reverse last year’s falling profits. It has led to the closure of 100 stores, and the launch of a range of own-label products sold for ten per cent less than the own-label ranges of its rivals. There are signs Asda and Tesco are responding by cutting prices on some ranges.
Smith has created a new marketing department and is looking to expand its staff to over 50. He has already hired Pedigree Petfoods’ UK market research manager Kathy McLellan as director of customer information.