Mars Wrigley shakes up category leadership, adds growth and marketing roles

By Kristine Sherred

- Last updated on GMT

Mars Wrigley showed off its 2020 merchandising plans at the annual Sweets & Snacks Expo in Chicago, May 21-23. Pic: Getty Images/Bloomberg
Mars Wrigley showed off its 2020 merchandising plans at the annual Sweets & Snacks Expo in Chicago, May 21-23. Pic: Getty Images/Bloomberg

Related tags Mars wrigley confectionery Mars Confectionery Leadership Executive officer Chocolate Gummy Marketing Digital marketing ecommerce

The confectioner announced six changes to its leadership team, including the creation of a global chief category officer and a new US marketing role.

Previously the president of the company’s US business, Berta de Pablos-Barbier took over as chief category officer in January. She previously led the marketing team for Mars Chocolate North America, and from 2001 to 2007 worked for Mars Wrigley in Europe, Russia and the Middle East.

Before returning to the confectioner in 2015, she spearheaded digital initiatives at two lifestyle and fashion companies, Boucheron and Lacoste. She will move to Chicago, the company said, where digital guru Heather Kang works. Kang will expand her focus from digital commerce to ‘digital demand’ – especially in developing digital capabilities in confectionery.

Meanwhile, two-decade Mars Wrigley veteran Hank Izzo will move to the new role of VP of marketing for the US business, representing the entire portfolio. Based in the company’s North American headquarters in New Jersey, he will continue to run the ice cream business, as well as Ethel M Chocolates and The Cocoa Exchange.

"We're excited to share this news about changes within our organization,” ​Stephanie Swiatek, corporate affairs manager, told ConfectioneryNews. “These leaders have strong track records in driving growth strategies, leading sought-after marketing talent, and developing award-winning campaigns for our iconic brands."

Fruit and gum get a lift

The former head of the US fruity confections segment has transitioned to a global role in chocolate. Based in London, Rankin Carroll will lead marketing, advertising and development for many of Mars’ most iconic brands – M&M’s, Snickers and Twix among them. Before moving to the fruity side, he spent nine years at the helm of chocolate bars and ice cream in Europe.

Out of Chicago, the global brand director for Extra and Orbit will also glean new responsibilities as the global VP of gum and mints. In 2015, she joined Mars in China as a marketing director, helping launch ‘many successful, locally relevant product and pack innovations,’ according to the company. There, she also assisted ‘breakthrough’ marketing campaigns.

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