How can creative disruption shape the future?

View Schedule

Coca-Cola names Kris Robbens UK marketing boss amid reshuffle

Robbens is a Coke veteran having worked in various brand and marketing roles for the brand / Coca-Cola

Kris Robbens has been appointed as marketing director for Coca-Cola Great Britain and Ireland, replacing Paul Grace who has been in the position for six months.

Former field sales director Grace is to take on a new commercial and marketing role within the brand's UK team as part of the reshuffle. Coca-Cola did not clarify what this would be but said he would continue to serve on the GB leadership team.

Grace originally took over from Aedamar Howlett who had been in the role since 2016.

Robbens is a Coke veteran having worked in various brand and marketing roles for the brand over the past 15 years. Positions have included brand director for Coca-Cola in Western Europe, where he led campaigns across the business as well as the development of its 'one brand' strategy and the roll-out of its zero sugar variant.

In his new role he will be responsible for the GB portfolio, including the Coca-Cola flagship brand, Glaceau Smartwater and Schweppes. He will also oversee marketing around its new Premier League deal.

Prior to joining Coca-Cola, Kris was at Unilever in his home country of Belgium, where he was a brand manager at Dove.

He takes on the new remit as the advertiser looks to put the fizz back into its sales with product launches catered to an increasingly health-conscious millennial audience.

Last month, it brought mineral water Aquarius to UK shelves to do just that.

Join us, it's free.

Become a member to get access to:

  • Exclusive Content
  • Daily and specialised newsletters
  • Research and analysis

Join us, it’s free.

Want to read this article and others just like it? All you need to do is become a member of The Drum. Basic membership is quick, free and you will be able to receive daily news updates.