Lee Cooper fills jeans post with ex-Galaxy chief

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 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

Cooper.



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.