Lee Cooper International has appointed former Mars European
marketing director Chris Hardy as group marketing director in an attempt
to raise the brand’s profile.
Lee Cooper has been without a top marketer for three years and its brand
share has lagged behind Levi, Wrangler and Lee. Its major marketing
issues have been handled by Miriam Jordan Keane, client services
director at Young & Rubicam, who is also a non-executive director at Lee
Hardy will be responsible for the jeans group’s international marketing
strategy and will focus on the group’s core markets of France, Germany
and the UK.
Hardy joins from Lloyds TSB where he has been a marketing consultant for
18 months. Before that he was European marketing director for the Twix
and Galaxy brands at Mars Confectionery.