Mars appoints marketing chief for UK push

Mars has put former Kraft marketer Michael Magee in charge of a £56m ad push that it hopes will increase its share of the UK confectionery market.

/p/p/y/marsgalaxy160.jpg

Magee will move from his current role as global brand director for Mars in Australia to develop the marketing strategy for the company’s UK chocolate portfolio, which includes the Galaxy, Maltesers and M&Ms brands.

Mars increased its marketing spend by 40% last year and has vowed to increase its investment in brands under Magee.

It will spend £56m on marketing in 2011 and increase the head count of its UK marketing department in the coming months.

Magee’s appointment follows Mars’ decision last year to make its UK chocolate business independent from its European operations. It was hoped that the restructure would help Mars close the gap on market leader Cadbury and pull further away from rival Nestlé.

According to market analysts IRI, Mars had a 26% share of the UK chocolate market in 2010. Market leader Cadbury had 34%, while third-placed Nestlé had 17%.
As vice-president for marketing, Magee will report to Fiona Dawson, president of Mars Chocolate UK, who leads the standalone business.

Magee’s remit extends to overseeing Mars’ brand marketing, Football Association sponsorship, product innovation and health and wellbeing agenda.

He replaces Angela Willmott, who is to become Snickers global brand director.

Magee joined Mars from Kraft Foods in 2010 where he was marketing director for Australia and New Zealand. He has also held strategic marketing and commercial roles for Cadbury Schweppes and Kraft.

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