Innocent appoints global head of brand

Innocent has promoted its marketing area chief Amy Shah to fill its newly created global head of brand position.

Innocent
Innocent has promoted Amy Shah to fill the newly-created global head of brand role.

Shah now has responsibility for Innocent’s international juice and smoothie marketing and reports into Franz Bruckner, Innocent’s group marketing and innovation director.

The smoothie maker has also promoted Helen Pomphrey, previously European marketing manager, to become its UK head of brand.

Additionally, the company is currently recruiting for a UK head of marketing.

Innocent revealed plans to expand the size of its marketing team last year, following “significant” sales growth across Europe and the extra investment behind the brand following Coca-Cola’s acquisition of the company. Indeed, Coca-Cola credited the premium-priced Innocent portfolio for helping to drive a double digit increase in its European revenues in its third quarter, despite volumes being flat in the period. 

The Innocent marketing team now comprises 20 members of staff globally, having grown by six people in the last year.

Last month Innocent launched a £3.5m multi-platform marketing campaign, switching from its usual January product-based messaging to a push behind its brand purpose and the company’s partnership with international development charity Send a Cow. 

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