Treasury Wine Estates (TWE) has announced two key UK hires for the business, with the global wine company appointing Benazir Barlet-Batada as director of global brands and Russell Kirkham as head of marketing, EMEA for their Treasury Premium Brands portfolio, in what has been a critical investment in the business’ marketing function.
Renowned for its premium wine brands including Wynns, 19 Crimes, Squealing Pig and Pepperjack, the appointment of Benazir Barlet-Batada marks a key strategic step for the business, with Barlet-Batada identified as possessing the talent and experience required to elevate the Treasury Premium Brands portfolio and positioning, which will help TWE to fulfil its ultimate ambition of becoming the world's most admired premium wine company.
Barlet-Batada joins with a wealth of experience specialising in brand equity, purpose and innovation, most recently holding the position as senior marketing director at Mondelēz International, she has already identified the key priority for the business as further recruiting younger consumers into the category, building on the great work of millennial aligned brands in the portfolio such as 19 Crimes.
Russell Kirkham
In addition, TWE has brought in highly regarded drink sector specialist, Russell Kirkham as the new head of marketing for the EMEA region, in what has been a significant restructure to TWE’s marketing department. Investment in the EMEA regional marketing team has been undertaken to ensure greater consumer engagement in established and emerging markets across this region, while the business has the capability of delivering more to excite consumers and build stronger brands at a regional level.
Kirkham will be overseeing and executing compelling campaigns and strengthening the Treasury Premium Brands portfolio, which includes pioneering millennial wine brand 19 Crimes. Kirkham joins TWE with an extensive background in marketing across the drinks industry, working with Quintessential Brands and Britvic Soft Drinks, most recently joining from Marshalls, holding the position of group marketing director.
Kjetil Undhjem, chief marketing officer for Treasury Premium Brands commented: “It’s an incredibly exciting time for TWE both at a global and regional level, as we continue to grow the Treasury Premium Brands portfolio and expand the marketing team. Benazir and Russell, both join us with a wealth of experience of managing some of the world’s most recognisable brands and a track record of delivering growth for the brands they have directed. They are significant appointments for the business and will be instrumental in helping to grow the Treasury Premium Brands portfolio and fulfil TWE’s ultimate ambition of becoming the world's most admired premium wine company.”
