Kraft outlines new structure to spearhead international growth

Kraft Jacobs Suchard has made a series of marketing appointments in a drive to internationalise its brands and secure economies of scale.

The promotions provide an extra layer of support to the three senior vice-presidents of strategy and business development in KJS’s core areas of coffee, cheese and grocery, and confectionery, who were appointed last year (MW September 5 1997).

One source says: “This is a political move to ensure people within each market know what is going on. It is an attempt to break down local market ‘baronies’.”

The staff involved will be based in different European markets rather than the head office in Zurich. They remain linked to a local market, as well as overseeing European strategies.

Changes include giving Malcolm Kerr, marketing director for confectionery UK, the extra responsibility of leading European expansion for Terry’s Chocolate Orange and Paul Watmore, marketing manager for Philadelphia in the UK, has been appointed business development manager – cheese and grocery.

Tim Cofer has been appointed business development manager – lunchables, while Frank von Glan, former general manager for Maxpax Germany, takes the same role for the Milka chocolate brand, with a brief to increase innovation, harmonise advertising, packaging and productivity and expand into new markets.

Strategic and market research appointments have also been made.

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