Premier Foods axes group marketing director role amid restructure

Premier Foods’ group marketing director Jon Goldstone is to leave amid a restructure that folds marketing into its commercial structure, a move that comes just weeks after the launch of its £50m power brand marketing strategy. 

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The restructure is being led by Iwan Williams, managing director for Premier’s grocery and bakery division, who will now assume marketing responsibility.

Premier plans to double its marketing spend this year and kicked off its £50m “Power Brand” strategy last week with a television advertising campaign for Sharwood’s. The campaign focuses on the company’s eight key brands: Ambrosia, Mr. Kipling, Sharwood’s, Bisto, Oxo, Batchelors, Loyd Grossman and Hovis.

A spokesman for Premier said that since Williams joined Premier last November, he worked closely with Goldstone to develop its marketing strategy and over time the two roles became integrated.

The company will not replace Goldstone despite announcing plans to ramp up its marketing spend in order to promote its eight key brands. 

The spokesman adds: “Jon came to the conclusion that effectively he and Iwan  doing the same job and so felt it was time for him to move on.”

It follows a senior management overhaul last Octoberwhich saw the business split commercial leadership responsibilities for its portfolio of brands between its grocery and bakery divisions.

The Hovis and Sharwood’s owner is said to have debts of more than £800m.

It is not know whether Goldstone has another job to go to. Last May, the former Hovis marketing director was appointed as the company’s first group marketing director as part of a senior management reshuffle.

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