Cadbury to restructure Middle East business

Gavin Lipsith

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The UK confectioner creates a new role to improve reaction time to consumer trends in the region

Cadbury Schweppes International Travel Retail (CSITR) plans to increase its regional focus by restructuring its Middle East business in 2005. As part of the strategy the company will appoint Elie George Saliba to the new post of travel-retail manager for the Middle East. Saliba will oversee regional activity and streamline communications with business partners, allowing a quicker reaction to passenger buying trends.

Supply, finance, promotions and other day-to-day business will managed locally with direction from CSITR. Saliba will be based in the Middle East and report to business director Gulf Pierre Battikha. Saliba previously worked as an account director at marketing agency J Walter Thompson in Saudi Arabia with brands including Unilever and Braun.

CSITR general manager Steve Brock said: "The new appointment and reporting re-structure is key to our regional focus to establish closer working relationships with our customers, both retail partners and consumers. We strongly believe that this change will improve our visibility and growth within the dynamic Middle East region."

The restructure will create a strong focus on CSITR's recent launches, including the Bassett's re-launched 900g cartons and three new additions to the Cadbury Dairy Milk 250g chunk bags.