UDV picks Malcolm as head of global marketing

United Distillers & Vintners (UDV) Scotch whisky category director Rob Malcolm is to replace Ivan Menezes as global marketing director and take charge of its £665m a year budget.

United Distillers & Vintners (UDV) Scotch whisky category director Rob Malcolm is to replace Ivan Menezes as global marketing director and take charge of its &£665m a year budget.

Menezes will become UDV’s managing director of venture markets, with responsibility for 120 fast-growing and emerging markets, including Germany, Italy, the Philippines, Argentina and the Czech Republic.

The previous managing director of venture markets, Ian Meakins, will become managing director of global operations.

Malcolm joined UDV earlier this year from Procter & Gamble, where he was vice-president of beverages for Europe, the Middle East and Africa. Malcolm helped launch Sunny Delight.

UDV, part of global food and drink giant Diageo, announced recently it is to spend &£50m on relaunching its global flagship whisky Johnnie Walker, making it the world’s most heavily-advertised consumer product this year, according to the company. UDV’s other brands include Smirnoff, Bailey’s and Gordon’s.

UDV chief executive Jack Keenan says: “Malcom’s experience in marketing some of the world’s favourite consumer brands and his emphasis on a deep understanding of consumer behaviour make him ideal for his new position.”

Malcolm says: “My initial area of focus will be to ensure we have a powerful, unique brand positioning, supported by a world-class marketing and communications programme.”

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