Heinz has created two top-level European marketing posts in its efforts to achieve a European category management structure.
Eric Salamon, previously general manager for UK sauces, will become general manager, corporate marketing European grocery. In this role he will oversee marketing for all grocery brands apart from infant feeding and frozen foods. He reports to Robert Bailey, director of sales and corporate marketing – European grocery.
Jane Edwards becomes general manager for European sauces with a brief to develop marketing strategies for ketchup and hot sauces in the UK and the Nordic Region. Edwards, who was previously general manager for corporate marketing in the UK, will report to director of European sauces, Stefan Barden.
Heinz European grocery managing director Nigel Clare says: “With this latest organisational development the business has a leadership team, an organisational structure and category management processes that will drive our double-digit earnings growth across Europe. This is a significant step in globalising the Heinz brand.”
Heinz began realigning its business along category management lines, rather than individual countries, last year (MW June 26 1997). It now has eight global categories: ketchups and sauces, infant feeding, seafood, food service, petfood, weight control, frozen food and convenience meals.
Bates Dorland benefited when Heinz added its 4m frozen and chilled foods business to its existing 17m grocery account as part of the realignment. Leo Burnett was selected to work on the 3m John West Foods to achieve synergy across the seafood category (MW December 18 1997).