Pladis has appointed Fulya Fraser to the newly created role of chief growth officer (CGO), to help accelerate its global growth.
Fraser will step into the role on the 5 June 2023 from her current position as chief human resources officer, which she has held for four years.
In the CGO role, Fraser will be accountable for global marketing, data analytics and insights, design, and accelerating consumer-led innovation. She is tasked with bringing Pladis’ brands, including McVitie’s, Godiva, Jacob’s, Carr’s and Ülker, to more consumers in more parts of the world. She will also lead the newly-created Market Development Business Unit, which has been set up to ‘unify, prioritise and accelerate growth efforts across key global markets and geographies’.
Pladis CEO Salman Amin said the creation of the CGO 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,” noted Amin.
“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,” Amin added.
In her previous role as chief human resources officer Fraser was said to have helped design the company’s organisational structure, led its talent strategy and created the ‘One Pladis’ high-performance culture.
Fraser said she was “thrilled” to accept the new role as Pladis enters an “incredible time of growth”.
“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,” she commented.
Replacing Fraser as chief human resources officer at Pladis is Geraldine Fraser (no relation), who joins from Dutch multinational dairy cooperative Royal FrieslandCampina. Geraldine has more than 35 years of experience serving in leadership roles at numerous companies and countries.