Carlsberg has hired Colgate-Palmolive’s Yves Braintais to fill the new position of chief marketing officer.
The Tuborg brand owner has created the role of CMO to support its increased investment in marketing, a move the brewing giant believes will help its bid to grow sales more quickly.
Braintais spent more than two decades at Colgate-Palmolive, where he worked in Europe and Asia-Pacific. Either side of his two spells at the company, he worked at chocolate maker Lindt & Sprungli for ten months as a marketing manager in the mid-2000s.
In February, Carlsberg lifted its long-term targets for underlying sales and EBIT.
The Denmark-based brewer is aiming to grow its revenue on an organic basis by 4-6% CAGR, up from its previous target of 3-5%. It is looking to expand its organic operating profit “ahead of revenue growth”.
As part of Carlsberg’s bid to accelerate its sales growth, the company expects the ratio between its marketing spend and revenue to reach around 9%.
In the first quarter of this year, the brewer reported a 4.4% rise in revenue to DKr17.1bn. On an organic basis, revenues increased 6.4%, with volumes up 2%.
Carlsberg said its “premium” beer volumes rose 8%. It pointed to “key growth markets in Asia”, such as Vietnam and China, as well as Poland, Ukraine and Serbia.
