The appointments come as the company highlights its new strategic focus to build its presence in the UK, including opportunities in the convenience and impulse channels.
Joining the company, Paul Brown, sales director for the UK & Ireland, will focus on leading the sales and category teams. Brown has over 15 years’ sales experience with Reckitt Benckiser.
In recent months, the department has also seen additional changes to the management team, with Sandrine Cotter joining as finance director and Talar El Assad taking on the role of head of marketing.
The appointments follow the unveiling of a £5m advertising campaign, marking the brand’s return to TV for the first time in three years. The advertisement, which will air throughout 2014, features a TV commercial called Jars, which positions Douwe Egberts coffee at the centre of ‘the special moments that occur daily in consumers’ lives’.
According to Nielsen research, Douwe Egberts’ Pure Gold 190g is the fastest-growing SKU out of the top 10 in freeze-dried coffee. The Dutch coffee company is looking to emulate this growth in the UK market.
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