Marketing 'decentralised' at LNT Group as Allen takes on commercial director role
Patrick Allen has altered his role at LNT Group, owner of car brand Ginetta and Ideal Care Homes, from marketing director to become commercial director, while also restructuring the marketing team to work within each of the LNT brands.
Allen, who joined the company after his departure as executive director of marketing at The Co-Operative Group last year, now has a broader remit than before, after just five months at the company.
He has also chosen to ‘decentralise’ the marketing unit at LNT to provide each of its companies with its own marketing team, although each will still report to Allen.
As a result, Ginetta now has a dedicated marketing manager, Shaynee Taylor who will work with Allen on developing the brand and promoting it through its event involvement across the UK.
LNT Group is also looking to appoint, either internally or externally, a head of online who will report into the multimedia manager, with an online team being created to work across all of the brands.
“I’ve moved into a different role, looking at business development rather than marketing," explained Allen. "That left the marketing fairly rudderless in the middle, so it was important for each of the individual businesses to be able to concentrate on marketing their offer, while I have a roving role between all of those which will keep an eye on what sort of collateral and message positioning is going out. That is working well to make things more co-ordinated and focused."
The company has also just launched a new website for Ginetta with new merchandise being made available from today (1 April).