Global snacking company pladis, behind brands such as McVitie’s, Godiva, Jacob’s, Carr’s and Ülker, is entering a new growth phase as the company continues its aim to become the fastest growing snacking company in the world. This includes leveraging Godiva, the premium chocolatier, to enable the company to expand into the premium and chocolate sectors.
To lead this acceleration, Fulya Fraser has been appointed as Chief Growth Officer effective 5 June 2023. Fulya has over 25 years of international experience and expertise in consumer packaged goods. She has been Chief Human Resources Officer at the company for the past four years, engaged in designing the company’s organisational structure.
“The creation of a Chief Growth Officer role marks a milestone moment as pladis enters a new era of accelerated growth. It supports the ongoing transformation of our business, which is generating double digit revenue growth,” commented Salman Amin, CEO of pladis. “Fulya is highly experienced at building and integrating teams and was instrumental in bringing our performance based culture to life. Together with her strong commercial and marketing background these skills will enable her to continue driving innovation, making our iconic brands available to more consumers around the world and realising our ambition to be the fastest growing snacking company in the world.”
In her new role as Chief Growth Officer, Fraser’s responsibilities include global marketing, bringing the brands to more consumers in more parts of the world; data analytics and insights, delivering proprietary market intelligence; design; accelerating consumer-led innovation and a newly created Market Development Business Unit.
“I’m thrilled to accept this new role as we enter an incredible time of growth for pladis. Over recent years our transformation has shown how a focused strategy, iconic brands, consumer-led innovations and a high-performance culture can combine to accelerate growth. But our recent successes are just the beginning and the perfect momentum for the growth we’ll deliver next. I couldn’t be more excited to get started,” said Fulya Fraser, incoming Chief Growth Officer, pladis.
Geraldine Fraser has been appointed as Chief Human Resources Officer, with more than 35 years of leadership roles across several companies and countries.
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Editor, International Bakery
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