Yorkshire Tea revamps marketing team to prepare for the future
Taylors of Harrogate's marketing lead, Dom Dwight, is transitioning into the position of strategy and innovation director, as Yorkshire Tea undergoes a marketing team restructuring to proactively tackle future challenges
Dom Dwight, the marketing director of Taylors of Harrogate, will be transitioning into the newly formed position of strategy and innovation director as the owner of Yorkshire Tea looks ahead to the future.
Dwight has been serving as the marketing director at Taylors since 2016, overseeing the marketing efforts for Yorkshire Tea as well as the company's coffee products.
Under Dwight's guidance, Yorkshire Tea has received numerous awards for its marketing, particularly for the enduring 'Where Everything's Done Proper' brand platform, which earned the Grand Prix at this year's Effies. This success has translated into commercial achievement, as Yorkshire Tea is now the leading black tea brand in the UK, holding a 38.9% market share as of the 12 weeks leading up to December 2023.
Dwight's new focus on strategy and innovation in his role at Taylors business aims to prepare for future uncertainty and change by prioritizing product innovation and business diversification. "While our current business model is doing well, we want to proactively prepare for the future instead of waiting until it's too late to adapt to the changes ahead," Dwight explains.
Yorkshire Tea has experienced significant growth, however, it is a market leader in a category that is currently declining. Dwight expressed to Our Website last month that due to the current market conditions, there is a limit to its growth unless the category can be revitalized.
Dwight emphasized the importance of innovation in reinvigorating the product of tea, whether it's through different communication methods or exploring new formats. "We need to continuously stretch ourselves and consider if there's something more we could be doing," he told Our Website.
Dwight's new role is designed to assist Taylors' managing director, Andy Brown, in ensuring the strategic integration of the business. Rather than recruiting for a new marketing director, Taylors has decided to have Dwight take on additional responsibilities from his previous role, including long-term creative strategy.
Dwight's previous marketing director responsibilities will now be taken on by Ben Newbury, who oversees Yorkshire Tea, and Laura Burton, who manages Taylors of Harrogate. Moreover, these two marketers will be part of a new commercial team at Taylors, which combines sales, marketing, and category functions, and will be overseen by UK marketing director Matthew Huffer.
