Boost Drinks, the owner of brands such as Boost Energy and Boost Iced Coffee, has announced that its current Marketing Director Adrian Hipkiss will take on the newly created role of Commercial Director with immediate effect.
Hipkiss joined Boost in June 2019 as Marketing Director. Since then, he has led the company’s overall brand strategy, accelerated insight-led advertising and NPD, restructured the marketing team, overseen a sales and distribution agreement with Rio and championed the closer alignment of sales, marketing and category teams within the Boost business.
CEO Simon Gray commented: “The Commercial Director role is an exciting development for Boost that will span the leadership of the sales, marketing and category functions, and leading the overall commercial strategy.
“In the almost five years Adrian has been with Boost as Marketing Director, he’s demonstrated a hugely successful marketing pedigree overseeing a significant and positive evolution for the Boost brand. Prior to his time at Boost, Adrian also held the reins in sales departments across a number of organisations and I believe that we have in Adrian someone who has the skills and experience to drive the overall commercial function forward at Boost through a combination of strong commercial acumen, commitment to being led by insight, a resolute focus on strategy and a passion for our culture.”
Hipkiss added: “I am absolutely delighted to be taking on the Commercial Director role within the business and working with the outstanding teams we have in sales, marketing and category at Boost to continue our growth trajectory, brand presence and drive our commercial strategy forward”.
