Pernod Ricard UK (PRUK) has announced the appointment of four key roles to lead its marketing and digital transformation, and drive value growth across the company’s premium spirits and wine portfolio.

Estelle Martin has been promoted to the newly created position of head of experiential and consumer activation where responsibility includes all aspects of brand experience and advocacy.

The role also aims to deliver world class brand-in-hand experiences across the UK, ensuring consistent and efficient execution of brand activation programmes amongst trade partners.

Since joining PRUK in 2018, Ms Martin has since held several positions in the commercial team, most latterly as On-Trade customer marketing controller.

Marnie Corrigan and Laura Stephen have both been named as PRUK brand directors, with the responsibility for driving the growth of Absolut, Malibu, Kahlua, Havana Club, as well as the Scotch and champagne portfolio and Gin, Irish Whiskey and no/low portfolio respectively.

Ms Corrigan joins from Pernod Ricard USA, where she held the position of director of consumer engagement and has been with the Group since 2017.

Ms Stephen has been with PRUK since the start of 2019, having held interim roles as global brand director for Beefeater and most recently as UK head of marketing for the whisk(e)y portfolio, helping Jameson to grow +21.2% in value[2] over the last year.

She has held a variety of marketing roles within the Group since 2006, including at Pernod Ricard Australia, Pernod Ricard USA and Irish Distillers, and has over 20 years’ experience in the FMCG industry.

Finally, PRUK has also appointed a new director of digital & eCommerce, with Matthew Buttery taking on the role, leaving his position as director of digital strategy and transformation at digital agency, Pierian.

He has previously held key roles delivering commercial growth and leading digital strategy at Vodafone and Sky.

All four appointments will be key members of the marketing leadership team, and report to Raja Banerji, Pernod Ricard UK marketing director.

Speaking on the new roles, Mr Banerji said: “I am delighted to welcome Estelle, Marnie, Laura and Matthew into their new roles.

“Their collective industry experience will help us accelerate our brand experiences through multiple channels as we continue to deliver our premium portfolio of brands to consumers.”