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BrewDog has promoted model and advertising and marketing director Lauren Carrol to chief advertising and marketing officer, reinstating the function after almost 4 years.
Brewdog has not had a CMO for the reason that departure of Jon Evans in January 2019. He had joined in November 2018 however spent simply three months within the function (a successor was by no means appointed and the function was apparently shelved) earlier than freelancing and, in September 2019, turning into CMO of System1.
BrewDog chief govt and co-founder James Watt – posting on LinkedIn – described Carrol as having been excellent in all of the roles she has labored throughout our enterprise”, including she has contributed “massively”.
“As our new CMO she has large potential to positively impression our development in addition to play a vital function in our senior management crew.”
Carrol was made model and advertising and marketing director in June final yr. Earlier than that she was particular tasks director and held posts together with group steady enchancment supervisor.
She was instrumental in BrewDog’s repositioning as a “model for all”, which kicked off in August 2021 with the debut work by Droga5 London. The marketing campaign’s 90-second spot used a sequence of brief video clips and nonetheless pictures of the numerous solid of characters BrewDog is appropriate for. They included “meat-eaters, vegetarians, vegetarians that lie”, “individuals who consider in aliens, in god, in nothing”, “individuals with canines that form of hate them”, “shoplifters”, “guys who nearly actually personal a snake”, and “Chiara Davis, who’s working at a funfair till she works out what she needs to do together with her life”.
In addition to asserting Carrol’s appointment, Watt additionally revealed the promotion of BrewDog Bars managing director James Brown to CEO of the bars enterprise. He joined BrewDog in 2015 as retail director.
Thirdly, group digital director Tom Reding has been promoted to chief digital officer, having spent three years on the model.
Watt wrote: “Lauren, JB and Tom are all world-class senior leaders who’ve developed good careers for themselves as they’ve progressed by way of the ranks at BrewDog. We’re all very fortunate to have them as a part of our crew and to have the ability to work with them each day.
“Their development can be testomony to The BrewDog Wage Cap and our philosophy of growing the following era of senior BrewDog leaders by way of our personal groups as opposed hiring these leaders externally.”
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