Birds Eye picks brand chief in rejig

Unilever has promoted Jerry Wright to the newly created position of brand director for Birds Eye, replacing the marketing director post for frozen foods, previously held by Chris Pomfret.

Pomfret has been transferred to Unilever’s Environment Group, reporting to corporate development director and board member Clive Butler. As a result, Pomfret has had to hand his responsibility as chairman of Unilever’s committee of marketing directors to Jacqui Hill, who is marketing director for personal care at Lever Fabergé.

Wright says that his first task as head of the frozen foods marketing team will be to make the business more “consumer focused”, and to create a more brand-driven strategy.

According to Unilever sources, the shift in internal strategy is also reflected in the altered job title, which highlights the importance of the market-leading Birds Eye brand.

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