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TWE undertakes ‘significant restructure’ in UK marketing department
Treasury Wine Estates has announced two new senior directors into the UK business as part of investment and a “significant restructure” of its marketing department.
The move will see Benazir Barlet-Batada become director of global brands and Russell Kirkham as head of marketing, EMEA for the producer’s premium brands portfolio, which includes Wynns, 19 Crimes, Squealing Pig and Pepperjack.
Barlet-Batada comes to the business from holding a position as senior marketing director at Mondelēz International. TWE said that she has “already identified the key priority for the business as further recruiting younger consumers into the category” and building on the “great work of millennial aligned brands in the portfolio such as 19 Crimes”.
Becoming head of marketing for EMEA, Kirkham joins as part of the investment in the regional marketing team, which has been “undertaken to ensure greater consumer engagement in established and emerging markets across this region”, while the business has the “capability of delivering more to excite consumers and build stronger brands at a regional level”, TWE said.
Kirkham, who has experience working with Quintessential Brands and Britvic Soft Drinks, and most recently Marshalls, will be overseeing and executing “compelling campaigns” and strengthening the premium brands portfolio.
Kjetil Undhjem, chief marketing officer for Treasury Premium Brands, said: “It’s an incredibly exciting time for TWE both at a global and regional level, as we continue to grow the premium brands portfolio and expand the marketing team. Benazir and Russell, both join us with a wealth of experience of managing some of the world’s most recognisable brands and a track record of delivering growth for the brands they have directed.
“They are significant appointments for the business and will be instrumental in helping to grow the premium brands portfolio and fulfil TWE’s ultimate ambition of becoming the world’s most admired premium wine company.”