Nestlé in strategy review after confectionery marketing chief leaves

Nestlé’s marketing team faces further scrutiny after the relocation of its UK marketing director for its confectionery division.

Terri Tinella is returning to Canada just 18 months into a three-year contract. She will take up the role of managing director for confectionery at Nestlé Canada.

Sources suggest the move will give Nestlé’s UK arm a chance to “look afresh at the commercial organisation of the confectionery business”. Any changes from a review are expected to be made by the start of next year.

Nestlé declined to comment on whether any review was taking place but it has recently been reorganising staff following Kraft’s takeover of Cadbury.

In June, Nestlé appointed its former marketing communications director Vernon Bradley to the new position of group marketing director. Bradley sits on the company’s senior leadership team, overseeing brands such as KitKat, Shreddies and Nescafé.

Part of Bradley’s role is to provide advice to the company’s main marketing directors, which included Tinella in confectionery and Jane Aldridge, the new head of marketing for Nescafé.

A spokeswoman declined to comment on whether Tinella would be replaced.

The confectionery side of the business is under pressure following Kraft’s takeover of Cadbury and the ensuing restructure, including that of the marketing team.

July figures from Nielsen show Cadbury’s Twirl and Wispa occupy the top two spots in chocolate confectionery, with Nestlé’s KitKat four-finger bar in third place.

This year marks KitKat’s 75th anniversary, and Nestlé is committing £25m to promoting the brand over the course of the year.

 

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