Coca-Cola appoints new UK marketing director

The company has promoted Kris Robbens, currently its western Europe brand director, to the top marketing job in Great Britain as it looks to do more product launches to keep up with changing consumer habits.

Coca-Cola Great Britain has appointed European marketer Kris Robbens as its new marketing director.

Robbens has spent 15 years with Coca-Cola, most recently as brand director for Coca-Cola western Europe. During that time, he led the development of Coca-Cola’s ‘one brand’ strategy in the region, while accelerating sales of Coca-Cola Zero Sugar.

He was also responsible for marketing campaigns including ‘Share a Coke’  and all of Coca-Cola’s UEFA European Championship activity in 2016.

In his new role, Robbens will head up new product launches and ensure the company is keeping up with changing consumer habits. Coca-Cola has been speeding up its innovation pipeline over the past year, launching water brand Aquarius in the UK and introducing its first range of mixers and first Coke-branded energy drink.

READ MORE: No more ‘holy grails’: Why Coca-Cola is no longer tied to its old brand rules

Robbens began his career at Unilever in his home country of Belgium, becoming a brand manager for Dove. In 2005 he moved to Coca-Cola, initially as brand manager for the company before taking on a wider European role in 2010. He became brand director of Coca-Cola in western Europe in 2016.

Robbens replaces Coca-Cola veteran Paul Grace, who was appointed in December. Grace will continue to sit on the leadership team but take on a new commercial and marketing role. Grace took over from from Aedamar Howlett who had been in the role since 2016.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big 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 are 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.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here