Interbrew UK has appointed former Nestlé Rowntree marketer Liam Newton to be its first brand director to take control of its entire brand portfolio, including Stella Artois and Boddington’s.
The former head of brand marketing at Nestlé Rowntree will report to UK marketing director Phil Rumbol.
Newton’s role as head of brands at Nestlé Rowntree was axed earlier this year as part of managing director Chris White’s overhaul of the confectionery company’s marketing and business strategy (MW February 19).
The appointment is part of a marketing restructure at Interbrew UK, which aims to bring a more focused approach to building stronger brands and driving consumer growth.
The restructure has also created another role, director of marketing for the take-home sector. The drinks company has appointed former global trade marketing manager of Red Bull International Julie Laycock to the role.
As part of the restructure, Interbrew UK director of marketing services Jo Franks has been made director of innovation and intelligence. Head of category management on-trade Peppi Cremona has been given the role of director of on-trade marketing. All four roles will report to Rumbol.
“The past two years have seen significant changes in our portfolio, including the arrival of Tennent’s, Bass and Castlemaine XXXX,” says Rumbol. “It is therefore time to refocus our marketing efforts to ensure continued success in what’s becoming an increasingly competitive market.”