Woolworths raids Beattie for top consumer PR job

Woolworths has hired Beattie Media account director Laura Tucker as head of consumer PR as it reshuffles its comms team and steps up marketing of its children’s fashion brand Ladybird.

Tucker, who takes up the post on 19 February, replaces Sara Tomkins, who has been made global licensing manager for the Ladybird brand. The move is part of Woolies’ long-term repositioning as a retailer for children, celebrations and family occasions.

Tomkins’ shift from PR to a marketing-focused role follows the expansion of corporate affairs head Nicole Lander’s remit four months ago to encompass responsibility for global brand licensing.

Tucker will have responsibility for the Ladybird brand in the UK as well as the exclusive-to-Woolworths toy brand Chad Valley.

‘Over the past three years we have been repositioning the Woolworths brand,’ said Lander. ‘Now we want to get it to the next stage, which is to reach the opinion-formers, who don’t shop with us.’

Lander and Tomkins work as part of a team of three, alongside head of global brand licensing Simon Brown, marketing the licence to sell the Ladybird collection to retailers in overseas markets.

Meanwhile, PR manager Chrissi Elliot has been made corporate affairs manager.

Woolworths posted disappointing trading figures for the Christmas period, with sales up only 0.8 per cent for the eight weeks to 10 January.

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