Cobra hunts for marketing head to fill Edwards’ role

Cobra marketing director Simon Edwards has left the company after nine years. He has emigrated to Thailand with his family.

The beer brand is currently seeking a replacement for Edwards, and in the interim his responsibilities have been taken on by marketing manager Zoe Smith.

The company has been ramping up its bid to break into the mainstream beer market over recent years. In 2004, it appointed Joshua to handle its advertising with a brief to position it as a premium mainstream lager using TV, press and outdoor. It has also signed up to become the first sponsor of ITV4’s movie slot.

In late 2005, the company decided to move its sales development teams in-house after a three-year partnership with SHS Sales and Marketing. It then created a nationwide brand development team for its off-trade business.

Edwards was promoted to the new role of marketing director in March 2001. He joined the company as marketing manager in 1998.

Cobra Beer was founded by Karan Bilimoria in 1990 after he spotted a gap in the market for a less gassy beer that appealed to all drinkers and went with different foods. Cobra is now exported to more than 45 countries.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here