Pernod Ricard UK (PRUK) has announced the appointment of four key roles to lead its marketing and digital transformation. The new appointments will also be part of PRUK’s aim to drive value growth across its premium spirits and wine portfolio.

Estelle Martin has been promoted to the newly-created position of Head of Experiential & Consumer Activation. This new role will have responsibility for all aspects of brand experience and advocacy, delivering experiences across the UK and ensuring “consistent and efficient” execution of brand activation programmes amongst trade partners.

Martin joined PRUK in 2018 and has since held several positions in the Commercial team, most latterly as On-Trade Customer Marketing Controller.

Marnie Corrigan has joined PRUK as Brand Director, with responsibility for driving the growth of brands including Absolut, Malibu, Kahlua, Havana Club, as well as the Scotch and Champagne portfolio. Corrigan joins from Pernod Ricard USA, where she held the position of Director of Consumer Engagement and has been with the Group since 2017.

She joins as Kahlua experiences its highest value growth in the UK (+46.6%) and Absolut, Malibu and Havana Club are all achieving double-digit value growth, according to the company.

Also joining as Brand Director is Laura Stephen, who will be responsible for PRUK’s gin, Irish whiskey and and no/low portfolio.
Stephen has been with PRUK since the start of 2019, having held interim roles as Global Brand Director for Beefeater and most recently as UK Head of Marketing for the whisk(e)y portfolio, helping Jameson to grow +21.2% in value over the last year.

She has held a variety of marketing roles within the Group since 2006, including at Pernod Ricard Australia, Pernod Ricard USA and Irish Distillers, and has over 20 years’ experience in the FMCG industry.

PRUK has also appointed a new Director of Digital & eCommerce. Matthew Buttery will be responsible for driving digital and eCommerce delivery across the PRUK business, and makes the move from digital agency, Pierian, where he was Director for Digital Strategy & Transformation. He has previously held key roles delivering commercial growth and leading digital strategy at Vodafone and Sky.

All four appointments will be key members of the Marketing Leadership Team, and report to Raja Banerji, Pernod Ricard UK Marketing Director.

Banerji said: “I am delighted to welcome Estelle, Marnie, Laura and Matthew into their new roles. Their collective industry experience will help us accelerate our brand experiences through multiple channels as we continue to deliver our premium portfolio of brands to consumers.”