Kraft to wield axe on Cadbury global marketers

Cadbury’s global marketers could face redundancy if they do not sign new regional contracts under Kraft, Marketing Week has learned.

When Kraft acquired Cadbury in February, the company pledged to take a “best of both approach” to its marketing “augmenting the world-class capabilities of both Kraft Foods and Cadbury”.

However, the category-led business restructure has meant that Cadbury staff on global contractual terms are being offered new regional or brand-specific jobs within the enlarged Kraft Foods business instead.

Marketers under threat include Alison Ward, the head of global corporate responsibility, and Gwen Gould, head of global innovation. Global brand director Lee Rolston is the only marketer known to have accepted redundancy. He joins Müller as its UK marketing director in the autumn.

Dionne Parker, head of global corporate communications, has also left the business.

The development follows Kraft’s decision to centralise its global chocolate research and development into the Cadbury head offices in Bournville. The company says it wants to “bring together Cadbury and Kraft Foods talent to create a global centre of excellence for chocolate research and development”.

A Cadbury spokesman says the company intends to house the majority of its marketing team in these offices under new roles, and he reiterated that “marketing as a function remains within the market, while the Zurich teams provide overall strategic direction”.

Cadbury’s outgoing UK marketing director, Phil Rumbol, turned down a job in Kraft’s Zurich offices. Dairy Milk marketing director Margaret Jobling takes on his responsibilities in the interim.

However, an ex-Cadbury marketer warned that rather than “best of both”, the company is creating a “brain drain that will benefit the lucky power brands and eliminate its infamous innovative work”.

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