Coca-Cola appoints new UK marketing director
Coca-Cola Great Britain has appointed European marketer Kris Robbens as its new marketing director.
Robbens has spent 15 years with Coca-Cola, most recently as brand director for Coca-Cola western Europe. During that time, he led the development of Coca-Cola’s ‘one brand’ strategy in the region, while accelerating sales of Coca-Cola Zero Sugar.
He was also responsible for marketing campaigns including ‘Share a Coke’ and all of Coca-Cola’s UEFA European Championship activity in 2016.
In his new role, Robbens will head up new product launches and ensure the company is keeping up with changing consumer habits. Coca-Cola has been speeding up its innovation pipeline over the past year, launching water brand Aquarius in the UK and introducing its first range of mixers and first Coke-branded energy drink.
READ MORE: No more ‘holy grails’: Why Coca-Cola is no longer tied to its old brand rules
Robbens began his career at Unilever in his home country of Belgium, becoming a brand manager for Dove. In 2005 he moved to Coca-Cola, initially as brand manager for the company before taking on a wider European role in 2010. He became brand director of Coca-Cola in western Europe in 2016.
Robbens replaces Coca-Cola veteran Paul Grace, who was appointed in December. Grace will continue to sit on the leadership team but take on a new commercial and marketing role. Grace took over from from Aedamar Howlett who had been in the role since 2016.
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