Co-op green director quits to become consultant

The Co-operative Group is losing veteran marketer and the architect of its green and ethical brand positioning Simon Williams after 20 years at the retailer.

Williams, director of corporate affairs and social goals, will leave this month to become an ethical marketing and corporate social responsibility consultant.

His role will be split between group marketing director Patrick Allen and head of communications Mark Craig. Williams joined the company in 1988 from Bass as marketing director of Co-operative Bank.

In 1992 he was behind the bank’s biggest marketing drive in more than a decade, repositioning it as an ethical brand on the back of its refusal to invest in businesses such as those involved in animal testing and the tobacco and arms industries.

Williams, who joined as head of marketing, was promoted to marketing director and later Co-operative Financial Services director of corporate affairs where he was responsible for lobbying and building its ethical reputation and credentials. The role was expanded to group level two years ago.

Group chief executive Peter Marks says Williams has been a “tireless advocate” of all that makes the Manchester-based company a “different and better business”. He adds: “He has ensured that our ethics and social goals are fully reflected in our trading activities and that our values and principles are understood by key stakeholders.”

CFS relaunched its ethical positioning in 2006 using the strapline “Good With Money” following a surge of competitors claiming to be ethical (MW February 16, 2006). The strategy has been rolled out across the group with the store arm touting its “Good With Food” positioning.