Malcolm Parkinson has been appointed sales and marketing director of packaged meat producer Tulip International UK – owner of brands such as Danepak bacon.
Parkinson joins the UK arm of European pig-meat producer Danish Crown from Whitworths, where he was commercial director.
He has held senior sales and commercial positions at Dairy Crest and Mars.
Parkinson takes over a role left vacant by Jim Moseley, who became managing director of Pillsbury (UK) in January.
He will head Tulip’s marketing division and oversee campaigns for major brands such Danepak and Spam.
He starts on January 10 and will report to managing director Peter Rasztar, who has overseen marketing since Moseley’s departure.
Rasztar says: “We’re ready to embark on a powerful sales and category-driven programme and Malcolm’s experience will be invaluable.”
Tulip named Joe Beardwood as sales and marketing director in July, but he left in September before taking up the post to become commercial controller at the Co-operative Wholesale Society.
Underground handles creative work; BJK & E Media Tulip’s media.
A £3m TV, poster and magazine ad campaign for Danepak was launched in September to target younger consumers with the catchline: “Beware: Danepak baconated bacon may bring out the pig in you.”
A Tulip spokeswoman says Parkinson is not planning an agency review.