Pernod Ricard UK has turned to luxury goods and drinks marketing chief Leanne Banks – a former brand manager at the firm – to take up the role of UK marketing director as the company ramps up its digital transformation programme.
Banks joins from jewellery brand Monica Vinader, where she has been general manager of brand and marketing for the past 18 months. Prior to that she worked for Barcadi, as European brand director for Grey Goose and before that spent nearly a decade at LVMH, leading brands including Belvedere Vodka and Moët & Chandon.
She succeeds Raja Banerji, who is leaving the UK division after two years to return to Pernod Ricard India to head up its prestige portfolio.
Banks will continue the company’s digital and ecommerce strategy and oversee integrated marketing campaigns, innovation, brand advocacy, and consumer experiences, across the UK operations.
She has also been tasked with putting consumers “at the heart of all campaigns” and driving creativity within Pernod Ricard’s portfolio of brands, which includes Malibu, Jameson, Beefeater and Absolut Vodka.
The appointment marks Banks’ return to Pernod Ricard UK, having worked at the company from 2005 to 2008, first as Malibu’s brand manager and then senior brand manager on Havana Club.
She will report directly to UK managing director David Haworth and become a member of Pernod Ricard UK’s management committee.
Haworth said: “Leanne’s wealth of marketing experience, across the drinks industry and beyond will be instrumental in accelerating the delivery of our premium portfolio of brands to consumers. I wish Raja the best of luck with his new role back in Pernod Ricard India.”
The group works with a number of UK agencies, including Publicis Media and Havas London. Last year, McCann picked up the account for Lillet, a premium French aperitif, having first started working for the group in 2018 on Chivas Regal. Sister agency MRM McCann works on digital engagement and e-CRM programmes across the entire UK brand portfolio.
Last week, Pernod Ricard raised its annual profit forecast as the French drinks giant saw a stronger than expected recovery with the removal of Covid-19 curbs, driving its shares to a record high in early trading.
The company, the world’s second-biggest spirits group after Diageo, now expects organic profit growth of about 16% for its 2020/2021 fiscal year, up from a previous April forecast of 10%.
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