Former Morrisons brand manager appointed Boost Drinks brand controller


Drinks brand Boost, has appointed former Morrisons and Wilko brand manager, Anjna Mistry, to the position of brand controller.

In her new position, she will lead the consumer marketing team to deliver strategies across product and marketing communications and report directly into marketing and international business director Adrian Hipkiss,

She joins from John Cotton, where she held the role of senior marketing manager for over four years.

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Mistry joins Boost Drinks with a breadth of experience having worked across FMCG on brands such as Hallmark Cards, Butterkist Popcorn, Wilko, Morrisons and Fox’s Biscuits.

“Anjna joins us with incredible experience across retail and FMCG sectors and I look forward to seeing her deliver an accelerated growth program at Boost Drinks,” Hipkiss said.

The drinks giant also announced the appointment of Steve Armstrong, who has been named sales channel director for convenience- a newly created position.

Armstrong, previously of 2 Sisters, AG Barr, Mondelez and Mars brings significant convenience experience across a broad range of sectors and categories, including soft drinks.

Boost Drinks sales director Colin Falconer added: “Steve’s convenience experience will prove invaluable to Boost Drinks and our customers. Convenience is a strategically important channel for Boost Drinks.

“As such we have created this new role and brought in a highly skilled controller to provide the leadership to support our wholesale retail clubs and delivered convenience partners”.



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