Mondelez names former PepsiCo marketer as Northern European boss
Mondelez International has appointed former PepsiCo marketer Mary Barnard to the newly created president of Northern Europe role as it accelerates efforts to market its brands regionally rather than locally.
The role sees Barnard combine responsibilities from her managing director of Nordics position with additional oversight of the UK and Ireland. Sales director for the UK Phil Greenhalgh takes on the new role of managing director for the region and will, alongside fellow MDs for Sweden, Denmark, Finland, Norway and Ireland, report to Barnard.
The annoucement sees her assume control of brands such as Cadbury and Belvita in some of the snacks maker’s largest markets in Europe at a time when it is turning to established regions to offset weakness in countries such as China.
Mondelez has switched to a global marketing model to drive growth, changing the focus of category teams from country-specific in order to accelerate the flow of best practice ideas across the business. The structural changes also saw it reinstate the chief marketing officer role last week with the appointment of Dana Anderson, just months after folding all senior marketing responsibilities into the newly created chief growth officer position.
Prior to Mondelez, Barnard was senior vice president and general manager of the global Pepsi-Lipton Partnership in the US. She was also marketing director at Walkers crisps as well as business unit director at Tesco.
