McVitie’s owner, Pladis has appointed Fulya Fraser as chief growth officer to accelerate its goal to become the fastest growing snacking company in the world.
Beginning her new position on 5 June, Fraser’s duties will include bringing Pladis’ brands McVitie’s, Godiva, Jacob’s, Carr’s and Ulker to more consumers, helping to curate brand presence and unifying growth efforts across key global markets.
As part of the new growth phase, Pladis will be leveraging premium chocolatier, Godiva to enable the company to expand into the premium and chocolate sectors.
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Fraser brings with her over 25 years of international experience in consumer-packaged goods.
For the past four years, she has been chief human resources officer at Pladis, designing the company’s organisational structure and leading its talent strategy.
“The creation of a chief growth officer role marks a milestone moment as Pladis enters a new era of accelerated growth. It supports the ongoing transformation of our business, which is generating double digit revenue growth,” CEO, Salman Amin said.
“Fulya is highly experienced at building and integrating teams and was instrumental in bringing our performance based culture to life.
“Together with her strong commercial and marketing background these skills will enable her to continue driving innovation, making our iconic brands available to more consumers around the world and realising our ambition to be the fastest growing snacking company in the world.”
Fraser added: “Over recent years our transformation has shown how a focused strategy, iconic brands, consumer-led innovations and a high-performance culture can combine to accelerate growth. But our recent successes are just the beginning and the perfect momentum for the growth we’ll deliver next.”
