Iglo Group, which trades as Birdseye in the UK, has appointed Jerry Daykin, currently European social media marketing manager at Mondelez International and a judge for The Drum Marketing Awards 2014, as head of digital marketing.
The company has also announced the appointments of Luca Miggiano as chief marketing officer and Francis Nicholas as head of digital sales, while Havas Media has been appointed as its media planning agency.
The news follows the appointment of Havas Worldwide as the group’s global brand positioning and advertising agency in Q4 of 2013.
Elio Leoni Sceti, Iglo Group’s CEO, said: “I am delighted to welcome Luca to Iglo Group and looking forward to seeing the impact his deep leadership experience in food and global brands will have on our Brand and Innovation agenda.
“These appointments are a key part of delivering the new strategy and digital sales and marketing are at the heart of this. Many of our consumers now go online not just to shop, but also for recipe ideas and inspiration as to what they eat. As a result it is essential that Iglo Group increases its focus on online platforms and messaging. Our brands deliver great tasting food that people enjoy and that are a key part of everyday life. The collective experience of Jerry and Francis under Luca’s leadership will be invaluable in enabling us to communicate this message and to dial up our digital content.”
He added that the new approach to the company’s marketing and the Iglo brand is central to its new growth strategy that aims to double the size of the business by 2020