Vitabiotics hires Hilton to head PR

Vitamin maker Vitabiotics has appointed a former account manager at Cohn & Wolfe to head its comms team ahead of plans to boost its PR spend.

Alexandra Hilton has joined north London-based Vitabiotics as comms manager, replacing Natalie Bennett, who quit to join PR agency Athena Medical PR earlier this year (PRWeek, 30 April).

Hilton reports to marketing director Robert Taylor and forms one half of a two-strong PR team alongside PR manager Lindsey Morris.

Hilton wants to ‘grow the PR team in the not too distant future’, adding that she would also consider retaining a PR agency to handle work in 2005.

Taylor said Hilton’s appointment was ‘part of our strategy to transfer more resource into below-the-line media communications’.

He added: ‘Vitabiotics is the largest vitamin advertiser in both press and outdoor media but our editorial coverage in the press deserves more emphasis.’

Vitabiotics is the firm behind brands such as Pregnacare, Menopace and Perfectil; it recently launched an energy drink spin-off of its multi-vitamin supplement brand Wellman.

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