John West announced that Vikki Babb was appointed their new International Marketing Director. She assumes overall responsibility for John West’s marketing for the UK, Ireland, the Netherlands and international markets and becomes part of John West’s leadership team. “I am delighted to welcome Vikki to the John West executive team. Her infectious passion for delivering heathy, innovative, sustainable nutrition to consumers and her candid, authentic leadership will take John West from strength to strength.” said Paul Stephenson, Managing Director at John West.
Vikki Babb joined John West in 2020 as Brand Controller Everyday Fish. In that role, she developed and owned the portfolio strategy of more than 200 products and the annual brand plan. She led and implemented the brand repositioning through all of John West’s communications channels, resulting in the company’s Eat Strong Go Strong communication, which opened John West to younger consumer groups. Thanks to her achievements, she was the ideal candidate to take over as International Marketing Director after Jon Burton moved to parent company Thai Union’s Marine Proteins business unit.
“John West is an amazing brand to work on – we can draw on a 160-year history, have immense potential to thrive and enter new markets, and we are one of the UK’s leading food brands with strength across international markets. John West Foods and parent company Thai Union Group have huge expertise in positive nutrition and protein, with products that both delight and support healthy lifestyles in a sustainable and affordable way. I am thrilled to continue positioning John West around strength and positive nutrition that fuels both body and mind. Very soon, we will be announcing a partnership with one of Great Britain’s most successful sports teams which will highlight our protein expertise. And later this year, we’ll have key new product launches in two of our markets that will bring added value to consumers, further extend our range of products and underline our commitment to health and nutrition.”
After a degree in finance and accounting, Vikki Babb started working in the Fast Moving Consumer Goods industry at Coca-Cola and Tesco before spending 10 years at InBev, last as Director of Marketing for Beck’s & Specialty Beers & Ales. She also worked as Marketing Manager at Premier Foods and then managed the brand Carex & Bayley’s of Bond Street globally before heading brand activation in the UK for PZ Cussons.
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