There’s so much choice available that customers can pick and choose who they buy from and where, when, and how it happens. They want to discover, research, evaluate, and purchase on their preferred channel. Give them that option, and they’re more likely to choose you. That’s the whole point behind the multi-channel approach.
Kellogg A/NZ marketing director, John Broome, will leave the company today following a restructure of the company’s marketing and insights functions.
In a statement, the cereal company confirmed it is creating a new standalone insights and commercial planning department following a review of business operations. Previously, customer, consumer and shopper insights sat separately. These will now be rolled up into the overarching insights and commercial planning function.
A spokesperson for the company confirmed an internal candidate has been chosen to head up the new united insights team, and will be announced shortly.
CMO understands Broome has left today but remains on gardening leave from Kellogg until the end of the year.
As a result, Kellogg has readjusted the role of marketing leadership, and promoted Tamara Howe to the new position of marketing director for the Australian team. According to the company, this new role will see how leading the integrated portfolio teams focused on brand marketing, shopper activation and innovation. It still reports to the MD.
Howe has been with Kellogg for 12 years and has been leading the innovation marketing team for the past 18 months.
Former director of breakfast brands in marketing for Kellogg and 2IC to Broome, Will
Brockbank, is now commercial director for Kellogg NZ overseeing marketing.
Broome joined Kellogg as marketing director in July 2012. He was previously marketing director for Goodman Fielder, and also spent several years at Nestle Australia covering the coffee, confectionery and snackfood portfolios.
In its statement, Kellogg thanked Broome for his contribution to the A/NZ business and highlighted his achievements in launching the Special K Nourish cereals, Nutri-Grain Unstoppable campaign, as well as ongoing work on increasing the business’ use of digital media technology in brand strategy.
The company also said the new structure will help ensure all commercial activities are integrated and “enable commercial portfolio management and reduce duplication”.