As Warburtons marketing director, Mark Simester’s bread-making skills have improved dramatically. Taking over as marketing director after a turbulent period of management, in his first 12 months Simester helped Warburtons hit 7% revenue growth. Simester likes measurable results. And with recent high-profile ad campaigns featuring Sylvester Stallone and the Muppets, he has plenty of success to measure.
"Spend time listening to consumers. Spend time talking to retailers – you never leave those discussions without some direction on new opportunities. If all else fails, you can't beat going to a supermarket and having a look at how other brands and categories have solved the type of problem you are facing."