Lonely Planet names first global marketing head

Lonely Planet, the travel guide brand, has appointed former Carphone Warehouse marketer Dominic Rowell as its first global marketing director. The company hopes the appointment will help to boost its development.

Rowell, who takes over the role in September, will be responsible for developing and implementating a global marketing and brand strategy. He will be based in the company’s head office in Australia.

Prior to joining Lonely Planet, Rowell has held a number of high profile marketing roles. He joined Carphone Warehouse as marketing director in October 2006 (MW, 17 October 2006) but left the role after just a year (MW October 10, 2007). It is not clear if he has had another role since leaving.

Before joining Carphone Warehouse, he was head of marketing at McDonalds for just over a year. He was responsible for increasing the fast food chain’s focus on healthier menu items and promoting a balanced lifestyle. He joined the chain in 2005 from Sainsbury’s, where was responsible for its advertising and the Nectar scheme.

Lonely Planet aims to leverage Rowell’s “extensive experience in building consumer brands and driving sales in FMCG and retail sectors”.

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