Tait most recently worked for Arcadia and has held digital roles at American Express and the Post Office. He has written for Marketing Week for the past year and his columns can be found here.
He takes responsibility for all brands across Europe, including Corn Flakes, Frosties, CoCo Pops, Krave and Special K.
Tait replaces Matt Pritchard, who left last November to join Novartis.
Martin King, director of media and marketing operations for Kellogg Europe, says: “We are delighted to have Alex join the team. He brings with him a wealth of excellent experience, which will continue to advance the digital agenda for Kellogg in Europe”.
Kellogg’s is focusing more of its investment on digital content creation and retail distribution across mobile and other platforms.
The cereal maker launched its first mobile store last year and sees ecommerce as a key distribution channel in the near future.
Krave partnered with vloggers to create video content for the Tweet While U Eat campaign to reach teenagers last summer.