Leeds based business, Boost Drinks, has appointed Mark Wilford to the role of Category Controller following successful growth for the business despite an unprecedented year. The appointment comes as Boost launches the brand’s largest ever marketing investment in the Choose Now campaign and follows a successful period of growth for the business.
Following the £1.2 million investment and brand refresh, Boost Drinks continues to thrive and operate at the forefront of the soft drinks category. In his role as Category Controller, Wilford will help provide strategic category insight to guide future direction for the brand. Using shopper, trade and category expertise, Wilford will spearhead the brand’s growth plans to identify new opportunities.
Having already entered the ready-to-drink coffee category earlier this year Boost is committed to continuing to grow the functional and soft drinks categories and Wilford’s expertise in the space will play a key role in helping the brand achieve its goal.
Wilford brings many years of brand experience to the role at Boost. Recently working on the ‘John West’ brand, to develop and deliver category strategies that increased sales and identified new brand opportunities outside of the traditional Canned Tuna category.. Working across a variety of FMCG brands during his career, Wilford has continuously added value and assisted in the development of many well-known brands across the food and drink sector.
Simon Gray, Founder and Managing Director of Boost Drinks commented on the promotion, saying: “A first for us here at Boost, we’ve created the role of Category Controller in order to drive brand growth, we’re delighted to bring Mark onboard and can’t wait to really get started. Boost has always prided itself on our challenger brand status and as we move forward we want to ensure that we don’t rest on our laurels. It’s important that we’re always looking for new opportunities where the brand can make a real difference for our customers.
“As the only brand that continues to sell exclusively through the independent retail sector it’s important that the category insight that Mark provides filters out to retailers and wholesalers too. We’re passionate about supporting local retailers and Mark’s appointment will help us continue to put them first offering them advice to maximise sales based on solid insight.”
Commenting on his appointment Mark Wilford said: “It’s great to be joining the team here at Boost. In a year that has been unlike any in living memory it’s important that brands look to the future and identify new opportunities. Boost is doing exactly that and I can’t wait to implement a growth agenda that will truly focus on adding value to our customers and the soft drinks and functional drinks categories.”
Wilford has previously worked in a variety of category, marketing and insight roles for John West, Nestle, Hallmark and The Body Shop to name a few.