Procter & Gamble has announced it is to scrap the title marketing director replacing it with brand director to reflect the wider nature of the role.
The move follows a wider restructuring of the global marketing function at the FMCG giant that included the renaming of the marketing department to brand management “with single-point responsibility for the strategies, plans and results for brands”.
All four brand disciplines -- brand management (formerly marketing), consumer and marketing knowledge, communications and design will be integrated into one brand function.
In a statement Procter & Gamble said the change would “better brand and business results, clarify roles and responsibilities to make faster decisions, and simplify our structure to free up time for creativity and better execution”.
The marketing director title was introduced to the company in 1993 replacing the title advertising manager. The transition is effective from today (1 July).
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