Greene King chooses Coke marketer as brewing head

Greene King has poached former Coca-Cola marketer Fiona Hope to take over as marketing director for its brewing division.

Hope, previously marketing manager for the Schweppes brand, replaces Sue Thomas-Taylor, who was promoted to commercial director for Greene King Pub Partners in March (MW March 9). Thomas-Taylor was marketing director of the brewing division for four years.

Thomas-Taylor was appointed by Rooney Anand, who was managing director of the brewing division until May last year when he was made chief executive of the group.

In addition to the brewing division and Pub Partners, its tenanted and leased pub division, Greene King also operates a managed pub portfolio.

Earlier this month, Greene King announced that it had signed up as the sponsor to the latest series of Ant and Dec’s Saturday Night Takeaway. The group will get 80 seconds of airtime in primetime slots, as well as exposure on ITV2 and the ITV website.

The deal is estimated to be worth £1m, and the sponsorship will feature pubs from the brewer’s estate. There will be a £4m scratchcard promotion in pubs, with prizes including tickets to the show.

Hope was recently responsible for the relaunch of the Schweppes brand and the current TV advertising campaign, created by Mother.

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