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.