General Mills drafts in US exec to lead UK marketing strategy

General Mills has moved Jennifer Jorgensen from the US to oversee marketing strategy for brands such as Häagen-Dazs and Old El Paso across the UK, Ireland and Nordic region.

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Jennifer Jorgensen replaces Ed Culf as marketing director of brands such as Häagen-Dazs and Old El Paso.

Jorgensen joins as marketing director from the company’s organic food Small Planet Foods US business where as marketing director she is credited for expanding the reach of its cereals and snack products.

She is tasked with replicating the success she had at Small Planet Foods, which General Mills says contributed to a 2 per cent jump in total US sales in its latest quarter, across its key European markets.

The US-based food maker is planning a raft of innovation and marketing over the next 12 months. It says it wants to “drive momentum” behind its brands in Europe.

The business, which is a big advertiser in its domestic market, has focused its marketing efforts in the UK around lower-key, shopper marketing initiatives to push its brands. 

Jorgensen replaces Ed Culf who is to leave after 17 years to pursue general management roles. 

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