Marketing department restructure at Coors


By The Drum Team, Editorial

January 23, 2009 | 2 min read

A marketing department restructure has taken place at Coors Brewers as it looks to grow its market share over the next two years. In order to do so it has expanded its sales and brand team in Scotland.

The drinks frim has created 12 new brand development executive posts to drive its representation across on and off trade channels as it looks to grow its share of the market from six percent to 15% in the next two years.

The move will also see an increase in marketing spend for Carling this year to stimulate the performance of its beer category.

The new executives will be tasked with driving Coors brands across Free on Trade, Wholesale supplied, Multiple On Trade as well Off Trade’s Multiple & Convenience channels. Their focus will be on enhancing brand awareness, visibility and driving consumers in to outlets.

The recruitment follows a review of the firm’s Scottish business which took place last August. The new posts have been created as part of a new three year investment plan for Scotland.

Two new marketing posts and two new regional whole sale manager posts have been created bring the total number of customer facing personnel to 34 by March.

Paul Miller, director of sales, Scotland commented: “These changes are imperative if we are to meet our targets and increase our share of the Scottish market to 15% by 2011. We believe that there is still so much opportunity in Scotland for us as a business and these changes will help us to maximise our potential.”

The review has also seen a restructure in its senior management team in Scotland while two members of staff who worked directly on the supply side have been made redundant.


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