GSK names global marketer for Sensodyne

Sensodyne, the GlaxoSmithKline (GSK) owned oral care brand, has appointed former Lowe executive Tom Nester-Smith as director of global communications.

Nester-Smith will report to Sensodyne vice-president Carlton Lawson and be responsible for the brand’s communications in 80 countries across the UK and the US and emerging markets such as China and India, where the brand will launch later this year.

He intends to develop the brand’s global strategy, with a focus on boosting the brand’s digital presence, as he believes Sensodyne could be better represented online through natural and paid-for search marketing and social media marketing.

Nester-Smith says:“Sensodyne is a real star in GSK Consumer Health but there is bags more potential. Advertising has played a vital role in its success to date and my role is to keep it fresh and relevant.”

Nester-Smith has previously worked with Unilever-owned deodorant brand Sure and John Lewis in his role as client services director at advertising agency Lowe, and Virgin Atlantic and Budweiser while commercial development director at Rainey Kelly Campbell Roalfe/Young & Rubicam.

At GSK he will work with existing agencies on Sensodyne’s roster, including Grey London, Brighton-based digital agency Worth, which currently works on the Sensodyne Pronamel brand, and US agency Brunner, which works on the core Sensodyne brand.