Olive oil producer Deoleo is to revamp its commercial, marketing and communications approach after ushering in new leadership to direct its global strategy.
Best known for its Bertolli, Carbonell and Carapelli brands the culinary staple has appointed Miguel Angel Guzmán as chief sales officer, drawing upon a quarter-century of experience at corporate giants including Gillette, Unilever, Diageo and British American Tobacco.
Arriving from Edrington where he served as area director of emerging countries in Europe Guzman will be tasked with reversing a decline in the US where a shift from quality to quantity has eroded Deoleo’s market share.
Meanwhile, Francisco Rionda has been promoted internally to serve as chief marketing and innovation officer, a role which entails boosting Deoleo brands by championing sustainability and traceability throughout the supply chain.
Finally, Renee Enman has been asked to serve as global corporate communications director, a post which carries responsibility for directing global communications, including public affairs and social responsibility.
All appointments took effect from 1 September with chairman and CEO Ignacio Silva stating that the executive trio would ‘play an important part within our business strategy moving forward.’
Last year Carapelli appointed Isobar Spain to deliver a new digital strategy to power growth.