Coca-Cola Schweppes Beverages (CCSB) has appointed a vice-president of sales and marketing to coincide with the creation of nine new regional divisions within the UK.
Kevin White, former commercial director for the UK, has been promoted to the newly-created role, as part of a national restructure of the company.
Rather than replace White, CCSB is now looking at appointing nine commercial directors to head the individual divisions.
The regional commercial director’s role will include responsibility for regional marketing, sales strategy and account management.
Each director will report directly to the CCSB board and each regional operation will oversee all channels of distribution, including impulse, vending and on-trade.
The restructure follows the takeover of CCSB by the world’s largest soft drinks bottler, Coca-Cola Enterprises, which bought out Cadbury’s 51 per cent stake for 620m last year. CCSB’s new structure will mirror that of its parent company.
This year, CCSB – the UK’s leading soft drink’s supplier with over 25 per cent of the total market – has committed 150m to marketing its many brands, which include Coca-Cola, Lilt, Fanta, Sprite and Dr Pepper.