Avis poaches Frito-Lay boss to head Euro drive

Avis Europe has hired Susan Hooper, Frito-Lay regional director for Europe, Africa and the Middle East, as vice-president of marketing and sales. Hooper joins the car hire company after two years managing the snacks business for Frito-Lay Europe. She will report to chief executive Mark McCafferty. One of her main tasks is expected to be the establishment of Avis’s e-commerce division. She replaces Michael White, who was made vice president and general manager, corporate countries – the markets where Avis owns the car hire operation rather than just leasing its name – as part of a recent restructure. He will also manage Three Arrows, Avis’ replacement car company for customers whose own cars have been damaged in a crash. Hooper says: “Avis is by far the leading car hire company in the region and its name is well-known. But it does not have the emotional support of a brand such as Walkers, for example. The aim will be to make it a more meaningful brand to solidify that number one position.” Hooper has worked for PepsiCo International for the past eight years, setting up and managing businesses first for its beverages division and then Frito-Lay, its crisps and snacks arm. After a stint as managing director of Frito-Lay Poland, she was hired by Martin Glenn – now president of Walkers Snack Foods – to join a central team of directors responsible for setting Frito-Lay’s strategy. Before PepsiCo, Hooper worked as a consultant at McKinsey & Co and before that she worked for advertising agencies Benton & Bowles, Young & Rubicam and Saatchi & Saatchi.

Recommended

Time to speed up European assault

Marketing Week

Time Incorporated, the publishing arm of Time Warner, has made slow progress in its plans to expand its European magazine range over the past year. Nevertheless, it has promoted European president Richard Atkinson to the role of chief financial officer and executive vice -president of Time Inc (MW August 26). The publishing arm of Time […]

Core passion displaces emotion-added brands

Marketing Week

What are we to make of the $90m (£56m) sponsorship deal between golf tyro Tiger Woods and Nike? Has the world of sponsorship gone mad? I wonder how far this “winner takes all” market can go before it begins to implode, not to mention what such astronomic numbers mean for lesser brands, whose total sales […]

Fresh look at lottery laws

Marketing Week

The world’s governments are becoming increasingly addicted to their own state-run lotteries. As a form of taxation, lotteries are unbeatable. People play to win, and do not begrudge the 12 per cent or so they pay in tax. The British seem to be bored of complaining about giving money to inappropriate good causes. Maybe the […]

Comments

    Leave a comment