Mondelez appoints new marketing boss as profits rise

Mondelez has shaken up its senior marketing team as it looks to boost sales through a focus on innovation and ecommerce.

Cadbury breaker

Tim Cofer is to take over responsibility for global marketing in his new role as chief growth officer. He replaces Mark Clouse who has moved to the newly created position of chief commercial officer as Mondelez looks to more closely align its sales and marketing.

Speaking on its Q3 results conference call today (28 October), the company’s chief executive Irene Rosenfeld said the brand is creating the role to streamline the company’s operations.

“As CCO, Clouse will oversee our growth plan, be in charge of all five regions as well as the global sales function. This new structure should simplify day-to-day decision-making,” she said.

Cofer, meanwhile, will be in charge of global marketing and research, accelerating future growth and advancing the company’s transformation agenda.

During the call, the company reported a profit of $7.27bn, up from $899m a year earlier. However, net revenues were $6.8bn, down 17.8% year on year.

To boost revenues, Mondelez said it will be putting more focus on its e-commerce business in the UK.

“We will be increasing our e-commerce business in the UK by using partners, which is rolled out via ‘Click and collect’ initiatives. This gives us great confidence as we know we have the margins in Europe where want them to be,” said Rosenfeld..

Over the past year Mondelez has put various new roles in place to accelerate growth. In July this year the company appointed Laura Henderson to the role of global head of content and media monetisation, upping its focus on driving sales from content.

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