UDV, the combined United Distillers and IDV spirits arm of Diageo, has finalised the line-up for its global marketing team to oversee a potential 750m marketing budget.
The UDV global, commercial and strategy leadership team, led by ex-IDV global and marketing strategy director Alan Cordery, will control brand strategy for sales and marketing teams in individual markets, including the UK.
Responsibility for Smirnoff vodka, one of IDV’s top brands, which sells more than 15 million cases a year, will go to former IDV Australia marketing director Kim Manley.
The future role of Susan Murray, currently in charge of the IDV Smirnoff brand as chief executive of Pierre Smirnoff in France, is unclear.
“There are still lots of other positions in UDV to allocate and it is possible that Susan Murray will take one,” says a UDV spokesman.
Andy Mullins, former brand development manager for new brands at UD, takes charge of the gin group, which includes Gordon’s and Tanqueray. IDV is in the process of selling off its Bombay gin and Dewar’s scotch whisky to satisfy the competition authorities.
Cordery has created a new division called “easy to drink”, which is likely to house brands such as Malibu and Cinzano. This will be headed by former UD new brand development director Nick Witcombe.
Brand director for Johnny Walker will be Alice Avis who was brand director for Dewar’s, Gordons and Tanqueray gin at UD. Jonathan Driver, brand director for portfolio brands such as Vat 69 and White Horse at UD, becomes brand director for Malts.
International brand directors Richard Watling and Chris Britton keep JB and Bailey’s respectively.
IDV’s new brand development director Steve Wilson takes the same post at UDV, while IDV’s strategic planning director John Davison becomes strategy director for UDV.
Director of sales will be David Glynn – former regional sales manager for IDV Asia. Cordery is expected to add a sales and marketing excellence director and brands director to the global marketing team and confirm UK general managers at the end of this month.