Iglo Group reinstates CMO role to lead €100m marketing strategy

Iglo Group is reviving its chief marketing officer role a year after it was axed with the appointment of Mondelez International senior marketer Luca Miggiano, one of a string of new postions created to shake-up €100m (£83m) marketing strategy for frozen brands.

Iglo Group has made three senior hires to add additional firepower to its marketing.

Miggiano joins later this year when he will lead Iglo’s bid to make its Birds Eye and Iglo brands more appealing to adult diners. He will lead the marketing strategy announced last year that will see the company shift from promoting the frozen food ingredients to meals that could be made with its products in a bid to change customer perceptions of the category.

The Mondelez marketer fills the role vacated by the Andreas Welsch after he was promoted to lead the group’s Benelux region at the start of 2013.  During that time, the business appointed former Procter & Gamble and Reckkitt Benckiser marketer Elio Leoni Sceti as its chief executive who hopes to double sale sales to €3.2bn (£2.7bn) in 2020.

Miggiano is currently VP of Chocolate for the UK, Ireland and Nordics at Mondelez International. He will work alongside fellow Mondelez marketer Jerry Daykin, who joins as Iglo’s first head of digital marketing. The business has been ramping up it digital output over the last 12 months in a bid to tie its in-store promotions closer to its online marketing.

To accelerate the plan, the group has poached Procter & Gamble’s ecommerce chief Francis Nicholas as its first head of digital sales.

Leoni Sceti says: “These appointments are a key part of delivering the new strategy and digital sales and marketing are at the heart of this. Many of our consumers now go online not just to shop, but also for recipe ideas and inspiration as to what they eat. As a result it is essential that Iglo Group increases its focus on online platforms and messaging. Our brands deliver great tasting food that people enjoy and that are a key part of everyday life.”

The move comes as Iglo names Havas Media as its global media agency. It follows the appointment Havas Worldwide as the Group’s global advertising agency last year.

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