Mars
International Travel Retail has appointed Manon de Gunst in the newly
created role of Global Category Manager International Travel Retail
(Duty Free). The position reflects MITR’s commitment to grow the
confectionery category within travel retail for the benefit of all
key stakeholders – including other brands.
Manon was picked for the
role because of her expertise within a number of leading FMCG and
retail companies in global brand and concept (re)building, innovation
(NPD and business models), and building and translating consumer and
business intelligence platforms. Manon joins the company from the
biggest FMCG company in wine (within North West Europe) (Baarsma Wine
Group Holding) where, as global marketing manager, she was
responsible for global positioning and branding, NPD and innovation,
and agency/distributor support. Prior to this she worked as Consumer
Insights & Capability Manager for Gall & Gall, the leading
wine & spirits retailer in the Netherlands, significantly
contributing to growth of both the wine and whisky categories through
loyalty programmes, annual events, customer offers etc.
As the founder of
FABinspiration (Food & Beverage inspiration) Manon gained
experience within the international
travel retail industry, executing various strategic marketing
projects for a number of major companies including Autogrill, She
also organized the "Business
Model Innovation Food & Beverage industry" seminar earlier
this year attended by 22 CEOs and CFOs of FMGC companies including
Heineken, Sara Lee, DE Masterblenders, Unilever, Bacardi, Lucas Bols,
and Baarsma Wine Group Holding.
A multi-award
winner and high achiever, Manon’s remit with Mars ITR is to develop
a new global category vision and Category Management Programme for
the company’s confectionery portfolio and oversee its rollout
internationally.
Says MITR Marketing
Director Lieke Duijmelings ‘ We see Category
Management as
essential in further developing and growing the confectionery sector
within travel retail, to the benefit of all: airports, retailers,
brands and – of course – consumers. Manon brings an incredible
skill set to Mars and will combine her knowledge and expertise in
creating a CMP based on a combination of retailer/operator and
consumer insights that – in conjunction with a programme of new
product innovation, activation and promotion – will set a benchmark
for the industry.
Adds Manon:
‘This new role at MITR offers an incredible opportunity and I am
delighted to have the chance to add value and make the difference by
devising the Category Management strategy moving forward. My first
objective is to build business and consumer intelligence and insights
which can be translated into commercial opportunities for both Mars
ITR and our customers. By asking retailers simple questions such as
“How can we help you become more profitable and achieve your
objectives”, we can create the tools to build a Category Management
platform that works for all.’
With its strong portfolio of brands, Mars International Travel Retail
aims to work with retailers to provide unique experiences for
travellers that create positive and long lasting memories. Key brand
M&Ms continues to go from strength to strength within travel retail using powerful activations and promotions, while brands such as Celebrations, Dove/Galaxy, Skittles and new Teasers are rapidly establishing their presence in the gifting, snacking and sharing sectors. ‘Our goal is to build M&Ms to become the No 2 confectionery brand within travel retail over the next three years. A strong Category Management programme is an important element of this ambition – and it certainly an ambition which we consider to be realistic,’ adds Lieke.
Further enquiries:
Lindy Spierings, Marketing Coordinator – International Travel
Retail Mars Nederland BV. Tel: +31 (0) 413 383857. Email:
lindy.spierings@effem.com.
Press enquiries: Row
Holland, Essential Communications. Tel: +44 (0) 208 405 8109.
Email: row@essentialcommunications.org
November 2013
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