Mars has restructured its petcare operation so that the marketing of brands such as Whiskas and Pedigree will be managed on a pan-European basis.
The shake-up, as predicted in Marketing Week (January 6), is overseen by vice-president of European petcare marketing Anne Francke. It hands marketing chiefs in the UK, France and Germany extra European responsibilities for individual brands.
At the UK division of Pedigree Masterfoods, petcare marketing director Mark Johnson will take on the role of European brand director for Pedigree. He will report to Francke on the Pedigree brand and to vice-president of UK petcare and food Mike Davies on the UK market.
German petcare marketing director becomes European brand director for Whiskas, while his/her French counterpart takes on European responsibilities for Cesar and Sheba. These appointments have yet to be announced.
Mars has also created a number of specialist roles, covering new brands and innovation, the Internet and specialist channels. Ric Simcock becomes European brand director for new brands and innovation.