The owner of McVitie's and Godiva brands, Pladis, has hired Bacardi’s former global marketing director Dmitry Ivanov to the newly created role of chief commercial officer.
The creation of the role will see the company’s global marketing, digital and R&D teams brought together for the first time. Ivanov will oversee the three divisions with a view to “aligning them with a consumer-centric, commercial focus.”
Libby Escolme is the global marketing director for McVitite's while Betsabeh Solente manages global marketing for Godiva.
Ivanov's arrival comes alongside the departure of the group's chief marketing officer Lale Saral Develioglu, who has left the business “to pursue other endeavours.”
Cem Karakas, chief executive of Pladis, said the appointment is a natural next step in its “journey to build a commercial powerhouse”.
“We are leading the change across our industry and transforming our company to be even more digital, brand and consumer focused,” said Karakas.
“We are making new and much loved snacks faster and better than ever before, improving the field-to-shelf experience at every point.”
Ivanov previously held marketing roles at P&G and Red Bull, before joining Bacardi in 2009 where he rose to chief marketing officer of its global brands. However, a management restructure at the drinks giant saw him depart after just six months in the role to join automotive group Inchcape.