Walkers marketing chief Martin Glenn is being promoted to a general
management job within owner Pepsico as a reward for his award-winning
work for the pounds 430m snacks division.
He is to be replaced by former Pepsi marketer Mhairi McEwan, who left
her post with the soft drinks company as part of an international shake-
up last week.
Glenn, who has been with Walkers since 1992, was promoted to vice-
president, marketing, in 1994 after launching Doritos. He has since been
responsible for increasing the Walkers brand share of the crisp market
from 43.7% in 1994 to 54.6% in October 1996, aided by the much lauded
Gary Lineker ads from BMP DDB.
Doritos was Marketing’s fastest growing brand this year, and the Lineker
campaign has also picked up a Marketing Society award.
Glenn is being primed for senior management within Pepsico’s
organisation and is likely to be given a country management job abroad.
McEwan’s promotion is a recognition of her 18 months as vice-president
of marketing for Pepsi. Although Pepsi’s Blue revamp has been criticised
in the UK, five out of eight of its European markets have gained share.
This article was first published on Marketing