Helm, who has previously held marketing director roles at Nestlé, Mars, Innocent and MoneySuperMarket.com, replaces Emily Somers who left the business last year.
The P&G-owned brand has seen consumer perceptions in the UK plummet in the wake of the ad, which has been both criticised and applauded for its attempt to tackle toxic masculinity.
Discrimination against experienced older employees in ad land leads to missed opportunities and lost revenue. It’s high time the industry adopts a more mature approach.
The brand believes a focus on “hyper-personalised” customer journeys, expanded gifting and a subscription service will help it grow following a post-lockdown lull.
Savvy marketers are realising discounts ruin brand image and slash margins, but gifts and rewards can boost sales while building loyalty.
Older talent represents a bargain for brands, with priceless wisdom and focused creativity outweighing the price tag.
Streamlined processes, the principles of Ehrenberg-Bass, and creating an ‘engaged marketing community’ are all helping the privately-owned snack company drive growth, says marketing boss Kevin McNair.