Diageo appoints marketing director for British business

Drinks giant looks within as vice-president for Smirnoff makes the step up.

Diageo has appointed Philip Gladman as marketing director for its British business.

He will be responsible for marketing brands, including Guinness, Smirnoff and Baileys, category marketing and the company’s responsible drinking marketing efforts.

He steps up from his role as senior vice-president for Smirnoff and will start in June.

Diageo recently reported net sales in Britain grew 5% in the six months to 31 December. The company credited “focused” marketing activity such as the Guinness 250th anniversary campaign and the “Be There” activity for Smirnoff for the sales lift.

The company has recently repositioned its Guinness brand in the UK. The “Bring it to Life” strategy aims to position the drink as one to be enjoyed in group situations at home to tap into the increase in at-home drinking. The brand posted its highest ever share of the UK beer category in the on-trade at 7.6% in the second half of 2009.

Gladman replaces Philip Almond, who is now global marketing director for Baileys. He will report to Diageo GB managing director Simon Litherland.

He previously led European innovation for Diageo and introduced brands such as Baileys Flavours and Guinness Surger. Before joining Diageo, Gladman was also global brand manager of P&G’s Max Factor Cosmetics range.

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