Restructure on cards for Red Bull

Red Bull UK’s new managing director, Nigel Trood, has billed himself “the hybrid Harry Drnec”, after he took over from the high-profile Drnec last week.

Speaking exclusively to Marketing Week, Trood says he has acquired the dynamism of his predecessor but will offer a more structured approach.

Trood says he will introduce a full overview of the UK business and says one of his priorities is to iron out duplication, although he has ruled out major job cuts.

He adds/ “Red Bull needs a different approach, and to move things on to the next phase. Harry was a legend but I will lead a more structured approach. I will allow people to run their own areas.”

He has already created the new role of UK sales director, which had previously been split between on-trade sales and Trood’s old role, director of off-trade sales. Retail controller Andy Shaw is taking on the position.

Red Bull UK’s 100-strong sales and marketing team is another area which Trood has earmarked for attention, saying he want to gets the two departments “working closer together”.

Trood’s appointment comes as Red Bull rolls out a £2.5m campaign to support the introduction of a pomegranate variant of its Sabai wine spritzer brand.

Sabai made its UK debut as Red Bull’s first new product in ten years at the end of 2005.

Trood has big shoes to fill as Drnec, who left to spend more time with his family, is credited with increasing sales of the energy drink from 6 million cans in 1996 to 330 million last year.

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

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

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

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 will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

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

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

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