Toms will take up the role in November and will be responsible for brand marketing, PR and consumer insight. He will report to commercial director David Revell.
Future campaigns will likely highlight the cultural and premium qualities of the brewer’s brands to broaden their appeal, as Wells and Young’s looks to ward off competition from rivals such as Greene King.
He will also be responsible for raising the profile of its international premium brands such as Estrella Damm, which the brewer plans to grow in the UK over the next 12 months. In May, Wells and Young’s launched the first TV campaign in the UK for the Spanish beer brand as part of a £2.5m marketing strategy.
Toms is currently a marketing controller for Nestle Cereals, focusing on its adult brands such as Shredded Wheat and Cheerios, as well as managing the food company’s health and nutrition initiatves.
Revell says: “We’re passionate about our distinctive range of beers and believe we have the best portfolio of cask ales in the country. Phil has a proven track record in developing brand performance at Nestlè Cereals on brands and has a keen understanding of consumer needs.”