Greene King picks Hertz boss to head retail brands

Greene King has appointed former Luminar and Hertz Europe marketer Christian Poole to help build its retail brands.

Poole is understood to have been appointed to a senior marketing role to assess the current positioning of the brands in Greene King’s pub company division, such as the Loch Fyne fish restaurant chain and the Old English Inns and the Hungry Horse brands.

The brewer and pub operator bought the Loch Fyne brand, which is positioned as a quality restaurant, in 2007 for £68m, as part of its plan to diversify into the casual dining market. The brewer was looking for growth opportunities in the wake of the smoking ban and the decline in on-trade business.

It had planned to expand the 46-strong chain but has postponed the idea until economic conditions improve.

Poole joins from Hertz Europe where he was director of marketing development. He joined the car rental firm in 2007 as head of marketing.
Before Hertz, he held senior marketing positions at night club company Luminar and The Tussauds Group.

Greene King also makes beer brands Abbot Ale, IPA and Old Speckled Hen, as well as running tenanted and leased pubs and several managed houses, including the restaurant brands.

The brewing company recently launched a campaign for Abbot Ale including sponsorship of Friday nights on television channel Dave. It is also running a Rugby Union-themed press campaign for IPA, the official beer of the England team, to coincide with England’s autumn internationals.

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