Eastern Energy has hired senior Safeway marketer Matthew Crane as its new marketing chief following the departure last month of Robert Pieczka.
Crane, who took up his post on Monday, will be charged with overseeing the brand's pounds 2m advertising business, currently held by Roose & Partners, and developing new strategies to take the business forward in the competitive utilities market.
He spent five years at Safeway and was most recently director of formats, responsible for the layout of the supermarket giant's retail outlets.
He had worked on the ABC Card loyalty programme's promotional activity before it was axed earlier this year.
Crane, who was unavailable for comment as Marketing went to press, has yet to be directly replaced at Safeway. A Safeway spokeswoman said there were no immediate plans to replace him, and that a new director of merchandise, Amanda Worrad, had assumed some of his duties.
Eastern merged with Norweb Energi earlier this year following Norweb's acquisition by parent company TXU.
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