Will Jones has taken on the newly formed role of Marketing and Grocery Commercial Director at FrieslandCampina UK.
The £11.5bn dairy group, best known in the UK for its YAZOO brand, said the appointment had been made as looked to continue to build on its recent success in the grocery channel.
Jones joined FrieslandCampina as Marketing Director in April 2015, helping drive YAZOO’s brand value to a record high of £60m in the UK, with extended listings across the grocery multiples.
Jones commented: “Our focus as a team is to continue to drive YAZOO growth by focussing on shopper missions and occasions, and ensuing the right pack is in the right place to drive penetration. There are also a number of opportunities outside of the YAZOO brand, where we can use our dairy and global product innovation expertise to unlock further branded and private label opportunities in grocery and grocery convenience.”
Prior to joining FrieslandCampina, Jones was head of ecommerce at TUI Travel Plc. The group stated that this background in online means he is well placed to drive growth in ecommerce too.
Gavin Blair, Managing Director for FrieslandCampina UK, commented: “Will has proven his marketing and leadership capabilities over the past four years. His experience combined with the insights and capability of our international organisation, are an exciting prospect. We want to ensure consumers can find the products they want, when they want, where they want – and ultimately drive category value. I’m confident this is something that together with our retail partners, we can achieve.”
