New Marketing Director brought in at Coca-Cola Great Britain

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Paul Grace, new Coca-Cola GB Marketing Director

Beverage giant Coca-Cola has recruited industry veteran Paul Grace as its new Great Britain Marketing Director.

Grace moved from Coca-Cola European Partners (CCEP), where he was sales director. He has spent a total of 21 years in varying roles across Coca-Cola’s operations, including as commercial controller, innovation controller and shopper marketing controller.

He replaces Aedamar Howlett, who has moved to a senior European marketing role. Before Howlett, the Marketing Director was Bobby Brittain, who moved on in August 2016.

Coca-Cola has made a conscious decision to modify the direction it is moving in, with a much greater focus on a wider selection of drinks, including healthy options such as new launch Fuze Tea.

According to sparkling drinks CMO Javier Meza, they are making the move to become a “total beverage company”, and Grace’s hiring is part of this strategy.

In his new role he will focus on brand activation across the British Isles, across names including Coca-Cola, Glacéau Smartwater, Schweppes and Fuze Tea.

Following the introduction of the so-called Sugar Tax in April, Coca-Cola are trying to focus more on alternatives to their classic fizzy offerings. This will be a significant part of what the new Marketing Director will work on.