Golden Wonder marketing director quits after one year

Golden Wonder marketing director Kirsty Taylor has left after just over a year in the role. It is understood that she already has a job lined up outside the food industry, but no details have been revealed.

Her responsibilities at Golden Wonder will be overseen by commercial director David Revell and marketing manager Paul Gould until a replacement is announced.

Taylor oversaw the appointment of J Walter Thompson in February (MW February 20), following a pitch which she called after being promoted to marketing director last year (MW August 15, 2002).

Taylor was previously the category marketing director and replaced marketing director Paul Boothman, who left the company after its buy-out by Middle Eastern company Longulf.

The brand is in the middle of relaunching its eponymous crisp range in Scotland, where it traditionally performs well (MW August 14). The company has reviewed its list of flavours and is understood to have scrapped some of the poorer performing ones. The stronger flavours have been retained for the Scottish market.

The relaunch also includes a new package design, which includes introducing cartoon-style artwork. It was supported by promotional activity and above-the-line advertising, but the company has so far failed to invest significantly in its biggest brands. It was understood to have earmarked &£25m to support its Golden Wonder, Nik Naks and Wheat Crunchies brands.

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