Interview With : April Redmond, Chief Marketing Officer at Kerry Foods.
Updated on: 26 Nov 2015
Even the most progressive FMCG brands still spend the majority of their marketing investment on traditional media channels. But without the drive to understand new technologies and channels by testing and learning, it's difficult for brands to move beyond campaigns and low-grade social media activity. That's the view of April Redmond, chief marketing officer at Kerry Foods.
Kerry Foods is the consumer foods division of the Kerry Group, one of the world's biggest global food, beverage and pharmaceutical conglomerates. Redmond, who has more than 20 years of international sales and marketing experience including leadership roles at Diageo and The Coca-Cola Company, joined Kerry Foods four years ago as marketing director for the Irish business. She was quickly promoted to chief marketing officer, with responsibility for the company's priority brands--Cheestrings, Denny, Dairygold, Low Low, Galtee, Richmond, Mattessons and Wall's--across GB, Ireland and continental Europe.
CMO.com: Can you tell us about Kerry Foods--the company, the structure and how your role sits within that structure?
Redmond: We have a branded and an own-label food business. I look after the branded business in Great Britain, Ireland and continental Europe. Within this structure are the consumer brand team, the shopper marketing team, the trade marketing team, the category team and the etail team. My remit spans all the things that touch the consumer and shopper, including category, which looks at how to work with our retail partners like Tesco and Asda to grow the categories that we operate in--kid's dairy snacking, for example. The category team works very closely with the retailer in a way that they are like their own internal planning team. They look at the category drivers and the macro shopper and consumer trends, and then develop category visions and strategies to support growth. The quality of the advice and insight we try to give reflects the level of credibility we have with a particular retailer.
CMO.com: Kerry Foods isn't a naturally digital brand. What's your digital philosophy?