Ex-Mars chief set to head Walkers marketing team

PepsiCo UK has drafted in Mars strategy chief Ian Ellington as vice president of marketing for its Walkers business. He joins from Mars UK, where he has worked for the past 17 years.

The move marks a departure in Pepsico’s strategy of promoting from within.

Ellington replaces Jon Goldstone, who has moved to Premier Foods as marketing director for Hovis. Ellington will report to Walkers general manager Richard Evans and will be responsible for developing the marketing strategy for the entire Walkers range of crisps and snacks, managing a team of 25 marketers in the UK.

He was most recently UK head of strategy. Prior to that, he led the central sales functions department and was responsible for category insights, trade marketing and sales support. He also oversaw Mars’ pricing strategy and promotional evaluation.

In Mars roles, Ellington worked as the UK head of marketing for Bitesize, Boxed and Tablet, and European brand director for Celebrations and Galaxy.
According to Nielsen data, Walkers is the UK’s biggest snack brand, currently reaching 65% of all British households. Walkers Crisps is outperforming the category, with sales of £441m, growing at 7.8% year on year.

The range includes Walkers Crisps, Sensations, Doritos, SunBites, Quavers, Monster Munch and Squares.

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