Walkers appoints Tropicana's Peter Charles as marketing director

PepsiCo has appointed Tropicana marketing chief Peter Charles as marketing director of sister brand Walkers.

Peter Charles: appointed marketing director of Walkers
Peter Charles: appointed marketing director of Walkers

Charles replaces Miranda Sambles who left PepsiCo last year to take over as marketing director of Mars Petcare.

Charles has been with PepsiCo since 2005, including holding senior marketing roles on Doritos and Tropicana.

His appointment comes as Walkers beds in launches of its latest product varieties, Deep Ridged and Baked Stars.

Charles will also be tasked with overturning falling sales of its core Walkers brand.  According to Nielsen, value sales of Walkers fell 2% in the year ending December 2012.

In March, Walkers launched a TV and social media campaign, showcasing its switch to British-sourced flavourings, which featured long-standing brand ambassador Gary Lineker and his dad, Barry.

Subscribe to Campaign from just £57 per quarter

Includes the weekly magazine and quarterly Campaign IQ, plus unrestricted online access.


Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

1 PHD and ITV storm Media Week Awards

PHD reigned supreme at the 2016 Media Week Awards, after winning media agency of the year and the coveted Grand Prix for its work for Sainsbury's Christmas campaign, while ITV won sales team of the year.

Just published