Warburtons, the UK's third-biggest bread producer, has appointed
Roz Cuschieri as its new marketing director in addition to her current
role as business development director. This follows the departure of
marketing director Fiona Mitchell, who has left after six years without
a job to go to.
The reason for Mitchell's departure is not known. She joined Warburtons
in early 1995 from design agency Design House. Three years later she was
charged with taking Warburtons' business into new areas, and she
appointed Bartle Bogle Hegarty to its pounds 3.5m creative account. BBH
introduced the strapline 'Bakers born and bred'.
Cuschieri joined Warburtons two years ago from Scottish Courage, where
she was director of trade marketing.
In her new role, she will work closely with commercial director Peter
Eglin, managing director Brett Warburton and chairman Jonathan
Warburton.
Her brief is to drive the business forward through "substantial consumer
and trade marketing support to further build the Warburton brand".
Eglin joined Warburton as commercial director last August from Centura
Foods, a division of RHM Foods.
Warburtons has annual sales of more than pounds 140m. It bakes more than
two million bread products a week at its 11 bakeries, and sold a chain
of 220 shops in 1996 in order to focus on the wholesale bakery business.
It spent pounds 2.8m on advertising its bread in the past year.
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