Phil Sanders has taken on the role of ‘Out Of Home’ Commercial Director at Britvic, having previously led the ‘At Home’ sales team.
Ben Parker, who currently manages the soft drinks group’s Tesco/Booker account, has replaced Sanders in the At Home Commercial Director role.
Britvic highlighted that under Sanders control, its At Home channel had outperformed the market, driven by strong brand activation and a focus on category-based joint business plans.
Paul Graham, Britvic’s GB Managing Director, commented: “Phil will bring his wealth of skills and knowledge from his existing role to develop the fantastic growth potential that we see working with our customer partners in Out of Home.
“This has created the opportunity for me to promote Ben Parker to the At Home Channel Director role and to join the GB executive team. Since joining from P&G, Ben has managed first Tesco and latterly the combined Tesco/Booker business. Ben provides strong continuity in the channel and will continue to deliver on the excellent progress of the team.”
Sanders added: “It is a truly exciting time to work in the soft drinks category, especially as we see a growing trend for low and no-alcohol alternatives in the out of home market – it opens a wealth of opportunity for us to create new and interesting adult soft drinks solutions.
“Our portfolio of Britvic brands and formats provide great solutions for the different out of home outlets and occasions within the channels. I am looking forward to working with customers to develop ambitious growth plans and delivering excellence at the point of purchase.”
