Costa hires Carol Welch as first brand and innovation director

Other High Street

July 30, 2013

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Costa hires Carol Welch as first brand and innovation director

Coffee brand Costa has placed Associated British Foods marketer Carol Welch into the newly-created role of brand and innovation director, as the coffee house ramps up its plans to expand globally.

Carol Welch: joins Costa as brand and innovation director

Welch will join the company from her current role as marketing and innovation director at the Associated British Foods-owned Jordans and Ryvita Company. She will report directly to Christopher Rogers, managing director at Costa.

Prior to this, Welch held senior marketing and innovation positions at PepsiCo, Cadbury Schweppes, and Green & Blacks.

Rogers said Welch will be joining as the company moves into its next stage of growth, having just laid out ambitious plans to double the size of the business to £2bn system sales in the next five years.

Costa already has 1,600 stores in the UK with 3,000 Costa Express machines installed in retail outlets. The brand is present in 28 countries, with nearly 300 located across China.

Costa claims it has been instrumental in driving innovation in its sector, citing the introduction of the Flat White coffee to the market and the launch of Costa Express.

In October last year Costa returned to TV with a user-generated marketing campaign, after a two year hiatus.

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Marketing