Red Stripe strengthens beer-marketing team
Published:Wednesday | August 10, 2011 | 12:00 AM
Red Stripe Jamaica, a subsidiary of Diageo, has added two members to its marketing team to drive growth of Red Stripe beer.
Sean Yelle, who has a background in the mobile market, has stepped into the newly created position of senior brand manager of the Red Stripe trademark, while Erin Mitchell has assumed the post of brand manager.
Mitchell takes up a position formerly held by Safia Cooper, who is now spirits brand manager.
The Red Stripe portfolio includes Red Stripe lager beer, Red Stripe Light and Red Stripe Bold.
Yelle's job description covers strategy, analytics and community bar programmes. He was previously brand manager for Virgin Mobile USA.
"He will be charged with winning market share for the Red Stripe brand, growing our brand scores and building a strong connection with consumers and customers in the community bars," said Jomo Cato, head of marketing at Red Stripe, in a company-issued statement.
Mitchell will take charge of media strategy, sponsorships and distribution channels. Her background in the spirits industry includes four years with Bacardi.
"The 2011 to 2012 financial year is a critical one for Red Stripe. We will have a renewed focus on consumer connections through community bars, supermarkets and convenience outlets, and Sean and Erin will be a key part of this," said Cato.