Walkers marketing chief moves up

Walkers marketing director for crisps Michele McGrath has been promoted to Frito-Lay’s central marketing team for Europe and will work in a strategic role.

McGrath will become regional new product development chips director for Frito-Lay – the global snack foods division of PepsiCo – reporting to regional director of crisps and promotions Neil Campbell and commercial vice-president for Europe, Martin Glenn.

“During her stewardship of the Walkers brand she continued its dynamic growth, launching two new flavour varieties and Walkers Lites,” says a Walkers spokeswoman.

James Boulton will replace McGrath as marketing director for crisps at Walkers. Boulton joins from Oxford Corporate Consultants but spent seven years at Lever Brothers in a variety of brand and national account roles.

Glenn is caretaking the vice-president of UK marketing role at Walkers until a replacement is found. Mhairi McEwan quit the post six months ago in the wake of the restructure. She is now working as a marketing consultant for Guinness.

It is understood that an external candidate was interviewed for the vice-president of UK marketing post in December but industry sources tip Campbell as a possible successor.

Campbell, a former marketing director for Frito-Lay in Holland, is working as Glenn’s number two on a secondment basis for six months at Frito-Lay Europe’s headquarters in Richmond.

“I have a regional role on a six-month basis which started in January,” says Campbell.


Customers turned off by poor service levels

Marketing Week

Rude and unhelpful staff are the biggest single hurdle to developing customer loyalty, according to an Air Miles UK survey exclusive to Marketing Week. The survey found that 54 per cent of the 1,000 people interviewed were most likely to become disloyal because of rude and unhelpful staff. Young people in the 18-to-24 age bracket […]

BSkyB hires director for digital role

Marketing Week

British Sky Broadcasting has appointed former Comet commercial director Peter Hopper to the newly-created post of director of consumer products as it gears up for the launch of digital TV. He will be responsible for developing integrated TV and digital satellite reception equipment and will play a key role in the promotion, marketing and sales […]

The Site stuff

Marketing Week

A quick glance at the audience levels being achieved by Britain’s leading Websites shows that the Internet may be a medium which advertisers will not be able to ignore for much longer. Market leader Yahoo! UK & Ireland is now understood to be generating 1 million page impressions a day – an impressive volume of […]


    Leave a comment