Household goods giant Reckitt & Colman has recruited Charlotte Pinder, BT’s former head of consumer marketing, to the new post of global category director for polishes.
Pinder’s main task will be to introduce a global strategy for Reckitt’s 500m polish business. Many of its brands are leaders in local or even regional markets but have not been exploited around the world.
Her portfolio of products will be drawn from Reckitt’s existing product categories, mainly floor care, furniture care and shoe care.
Pinder will be based at Reckitt’s global headquarters in Chiswick and she will report to Phillip Darnton, group director of global marketing. Her job will involve decisions on which successful brands to launch into new markets and how best to harmonise packaging and brand names. Her appointment is also tipped to spark an advertising review. McCann-Erickson is the globally-aligned agency.
Pinder, who walked out of BT after a bust-up with the then consumer division’s managing director Stafford Taylor (MW May 17 1996), has been working as a consultant for Nestlé, Ionica and various advertising agencies.
Before joining BT she was European marketing director for PepsiCo and subsequently general manager Ireland.