McDonald’s former UK CMO Gareth Helm has joined HomeServe as its global CMO.
Helm left the fast food chain in June, prompting the brand to get rid of the role altogether and expanding the role of UK and Ireland vice-president of food, beverage, product development and marketing.
The newly created role at HomeServe will see Helm take on responsibility for the company’s multi-brand strategy. He will work with brand CMOs across the company’s portfolio including HomeServe, CheckaTrade and Habitissimo to accelerate growth.
He will be responsible for marketing in the UK, US, Canada, France, Spain and Japan.
The appointment is part of Homeserve’s strategy to become the “most trusted provider of home repairs and improvements”. Helm will report to founder and group chief executive Richard Harpin.
Helm joined McDonald’s in May 2019, charged with helping the business through a tricky time of rising vegetarianism and a crackdown on junk food advertising.
He joined from property company Zoopla and has previously held senior marketing roles at brands including Nestlé, Mars, Innocent and MoneySuperMarket.com. With a marketing career spanning 29 years, Helm started out at Unilever in 1990.