Mars Wrigley appoints new vice president for marketing in Europe CIS & Turkey

Mars Wrigley has enhanced its leadership team in naming Alejandro Pinillos as its new Vice President of Marketing for Europe, CIS & Turkey, writes Neill Barston.

The move comes as the business continues to expand its global operations and product ranges, as was demonstrated this summer at Sweets and Snacks Expo in Chicago.

As the company revealed, Alejandro (pictured below) joins from Pepsico, where has served as Senior Vice President for the Snacks category in Europe since July 2011. In his new role at Mars Wrigley, he will bring his extensive international FMCG knowledge and marketing experience to build on the strong Mars Wrigley brands across Europe, CIS and Turkey.

Notably, the Vice President position was previously held by Matt Graham, who is now serving as Mars Wrigley’s Global Vice President of Marketing for Food and Nutrition.

Reflecting on his former achievements, Alejandro had made key strides in his previous role – at Pepsico, he led a team of 50 people generating $5.7bn NSV via global brands including Lay’s, Doritos, Cheetos, Ruffles and local brands such as Walkers, Duyvis, PopWorks, and Hrusteam. Alejandro delivered continuous results on category vision, brand portfolio strategy, and end-to end innovation.

Prior to his position at Pepsico, he spent nineteen years at Danone and five years at P&G, combining General Manager and Marketing roles throughout his career. Alejandro holds an impressive multi-cultural background, having studied and worked in ten different countries: Spain, Ireland, US, UK, Italy, Netherlands, Germany, France, Mexico and Switzerland.

In preparation for his move to Mars Wrigley, Alejandro has relocated from Switzerland to London with his family.

Marc Carena, Regional President for Mars Wrigley said of the appointment: “Alejandro is a hugely welcomed addition to the regional team here at Mars Wrigley. He brings with him extensive marketing and industry experience, insights from across international markets, and a proven record of delivering commercial excellence. As our Marketing strategy and presence continues to build across the region, I am confident that we are in good hands with Alejandro’s innovative approach and fresh mindset – I can’t wait for us to start working together.”

Alejandro said: “I’m excited to be joining Mars Wrigley, an organisation which already has such a strong marketing legacy, beloved portfolio of household brands, and reputation for being driven by a core set of business principles. It’s a great time to be joining the team, and I can’t wait to continue driving the industry-leading Marketing strategy across the brand portfolio.”


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