Kirsty Hunter Transitions from CMO to Director of Marketing and Innovation Amid Brand Growth
After serving as the brand's chief marketing officer since 2020, Kirsty Hunter takes on the new role of director, marketing and innovation as the company embarks on a phase of expansion and development.
Source: AgeUK/Innocent Drinks
In an "evolution" of the role, Innocent is doing away with the chief marketing officer title. Instead, their top marketer, Kirsty Hunter, will now serve as the director for marketing and innovation.
Kirsty Hunter, who has been with the smoothie and juice brand since 2020, will now have a more expanded role. She will oversee the "end-to-end marketing process" and have the opportunity to shape the marketing strategy across all regions, according to a brand spokesperson.
She will remain a part of the company's board.
Back in January, Mark Ritson, the founder of Mini MBA and columnist for Our Website, made a case against changing marketers' title from CMO, stating that it takes the focus away from the actual work they need to do.
"Imagine looking at the world of finance. If someone dared to question whether 'chief finance officer' was the correct title, they would be swiftly removed from the executive office on the 43rd floor," he explained.
He emphasized that focusing on changing titles and debating about it only distracts from the crucial questions. "The key things to consider are: Are you leading? Do you have a clear understanding of your role?"
The Coca-Cola Company, the parent company of Innocent for over ten years, made a significant change in 2017 by eliminating the Chief Marketing Officer (CMO) role and introducing the position of Chief Growth Officer. This move caused a stir in the marketing industry at the time. However, in 2019, Manuel Arroyo took over as the new Global Chief Marketing Officer, succeeding the previous Chief Growth Officer who had retired.
Hunter's role at Innocent has undergone a transformation amidst a series of senior leadership changes. This shift follows the recent departures of the brand's Chief Operating Officer and UK Managing Director in quick succession.
Entering ‘new growth phase’
In addition to the change in Hunter's role, Innocent has also appointed four new directors. Nicolas Marotte, the current managing director of the French business, will now serve as the director of go-to-market. Tobias Ekpfadt, who is a finance VP from Innocent's parent company Coca-Cola, will take on the role of director of finance and strategy.
In their new roles, Innocent’s board will be responsible for helping the brand achieve its "next phase of growth". The company delivered 1.2 billion portions of fruit and vegetables in 2023, and it aims to increase this to 2.2 billion portions per year by 2030. This means it is aiming to almost double its output in just over five years.
According to Innocent, the 2030 business strategy will involve the company refocusing on its original purpose: making it easier for people to live well through the delicious goodness of fruit and vegetables.
In order to achieve this, the company will focus on enhancing successful areas like functional products and strengthening its core.
Juice, which is a key category for Innocent along with smoothies, has experienced a notable decrease in sales in recent years. Data from Nielsen IQ shows that juice sales in 2023 dropped by 7.4% compared to the previous year, with total volume reaching 520 million litres.
Since 2021, juice volumes have been steadily decreasing. In 2012, over 750 million litres of juice were sold. This represents a decline of more than 30% compared to sales from around ten years ago.
Editor's P/S:
The ongoing evolution of marketing leadership roles is an intriguing trend. The shift away from traditional titles like Chief Marketing Officer (CMO) towards more expanded and innovative roles, such as Director for Marketing and Innovation, reflects the changing nature of the marketing landscape. As brands navigate an increasingly complex and digital world, they require marketers who can not only lead but also drive innovation and growth. The appointment of Kirsty Hunter as Director for Marketing and Innovation at Innocent is a testament to this shift.
The Coca-Cola Company's decision to eliminate the CMO role and introduce the Chief Growth Officer position in 2017 was a bold move that sparked industry debate. However, the subsequent appointment of a Global Chief Marketing Officer in 2019 suggests that traditional marketing expertise remains highly valued. The balance between innovation and traditional marketing functions is crucial for brands seeking to stay competitive and relevant in today's rapidly evolving market.
