Birds Eye Limited has announced the appointment of former Molson Coors strategy leader Jim Shearer as its new marketing director UK & Ireland, effective from 28 February 2022.
Shearer is set to join the frozen food company’s board team, leading the marketing agenda for the Birds Eye, Goodfella’s and Aunty Bessie’s brands, reporting directly to general manager, Steve Challouma.
Before joining Birds Eye, Shearer worked for Molson Coors for 17 years, where he most recently led the business’s strategy, insight and innovation team for EMEA & APAC.
Within Molson Coors, Shearer was also the marketing director UK & Ireland for several local and global brands including Carling, Coors Light and Aspall’s Cider.
READ MORE: Poundland extends frozen food to 100 more stores
“I know I am joining a business that, as category leader in the UK & Ireland, rightfully has high expectations to meet from its customers and consumers alike,” Shearer said.
“I have an incredible amount of energy to rise to that challenge and continue to push the category leadership standards that the business has been at the forefront of for many, many decades.”
Birds Eye general manager UK & Ireland Steve Challouma added: “Jim brings a breadth of multi-functional expertise to his new role, giving him a broad understanding of how businesses such as Birds Eye operate.
“Jim has joined at an exciting time for Birds Eye as we continue to turn the dial on our distinctive frozen food campaigns and launches in the UK to maintain category leadership.
“Frozen food has never been more relevant for modern-day consumers and their lifestyles, and as we continue to grow our business, Jim will play a key role in taking our brands forward with the exciting initiatives and products we have coming up.”
Click here to sign up to Grocery Gazette’s free daily email newsletter
