Britvic’s global category director for kids drinks, Ash Tailor, is to join Legoland to lead the amusement park’s global marketing and brand growth.
The Drum understands that Tailor will take up the new role at the business from next month (September).
Tailor leaves Britvic after four years, having joined from TJX Europe (TK Maxx and Homesense) where he was vice-president of marketing for two years. Tailor has also held marketing roles within CocaCola and GSK during his career.
His appointment dovetails with Lego's acquisition of Legoland and Madame Tussauds owner Merlin Entertainments. Along with other investors, the Danish toy giant paid £4.8bn for the theme park business.
Last year, Tailor featured in The Drum’s CMO Swap experiment, which saw him trade roles briefly with founder of natural sports nutrition brand Tribe, Tom Stancliffe, to exchange lessons on marketing.
The Drum has contacted Tailor, Britvic and Merlin Entertainment for comment, but at the time of writing there was no response.
Legoland currently has parks in England, Denmark, Dubai and America.