Mars Pet Nutrition appoints marketer Helen Warren-Piper to global strategy role
She leaves behind her role as chief growth officer and will focus on ‘strategic priorities’ for Mars Pet Nutrition’s range of brands.
Marketer Helen Warren-Piper has been named as Mars Pet Nutrition’s new global vice president for strategic initiatives.
Helen was previously the company’s chief growth officer for Europe and has also served as general manager of the confectionary and pet care giant’s UK pet nutrition business. Her new role will focus on “strategic priorities across the enterprise”.
Helen has a strong background in marketing, having worked in several leadership roles at Proctor and Gamble, United Biscuits and Premier Foods, where she was marketing/R&D director before joining the Mars group.
She will now be tasked with building on her success in Europe across strategic initiatives in Mars’ worldwide pet division, reporting to Mars Pet Nutrition’s global president Ikdeep Singh.
The Mars Pet Nutrition division includes around 50 pet brands, including the popular Pedigree, Whiskas, Sheba and Cesar ranges. It is the largest pet food manufacturer globally and generated revenue of more than $19.5bn in 2021. The Mars Pet Division also includes a range of veterinary services and products.
Earlier this year, Poul Weihrauch, CEO at Mars, told the Financial Times that he believes the company’s pet division will deliver faster growth in the coming years than the confectionary brands for which Mars is best known, despite the former now accounting for the majority of sales at the group.
Mars has also named Melodie Nye as Helen’s replacement, taking over as chief growth officer at the group. Melodie has worked in various brand roles in Mars pet food division since 2013, having previously worked as senior associate brand manager for Kraft Cheese at Mondelez. Earlier, she served as an intelligence officer in the US Air Force for seven years until 2010.
Deri Watkins, regional president, Mars Pet Nutrition Europe, said: “I’d first like to thank Helen – her vision helped us transform our growth organisation in Europe. She set up a Digital Marketing Centre of Excellence, which created our first digital-first growth strategy to add value to our brands through innovation, sustainability, and purpose.
“As a manufacturer, ensuring our much-loved brands stay front and centre is essential in Europe’s competitive marketplace, so we are thrilled to have Melodie join the team. She is a bold, purpose-driven leader committed to ensuring our brands deliver for pet parents. Families’ expectations for what to feed their pets and how they choose to shop is continually evolving so her background in innovation means she truly understands what’s needed as we look ahead to the next few years.”