JOBS CHANGED AND LOST IN MOLSON SHUFFLE
By Adnews Staff
A month after taking over as president of Molson Breweries, John Barnett has started making his mark. Yesterday the beer maker announced a revamping aimed at getting marketing people out of the Toronto head office and closer to those who drink the brew. A number of executives have been given new posts, three of them as presidents of new "regional business units". At the same time, three senior executives have left the company after seeing their positions disappear in the re-organization. The regional chiefs will be given the people and budgets they need to beef up marketing efforts at a local level, and they'll also be in the hot seat to produce results. There will more "accountability" at the local level, said Molson spokesman Barry Joslin.
Joslin has been made senior vice-president, corporate affairs and organization effectiveness. He was previously senior vice-president, corporate and public affairs. André Tranchemontagne has been promoted from senior vice-president, sales and distribution. He is going to Montreal as president, Quebec region. David Perkins has moved from senior vice-president, marketing to president, Ontario and Atlantic region. He is staying in Toronto. Blair Shier is leaving his job as vice-president, brand management and moving to Vancouver as president, Western Canada region. The three who have lost their jobs in the shuffle are: Charles Fremes, senior vice-president corporate and public affairs; Gary Burkett, senior vice-president personnel; and Craig Prentice, senior vice-president, Ontario.
"The name of the game today is getting as close to your consumers as possible," says Barnett in a release. "We already have the best brands and the best strategic marketing." Barnett has a reputation as someone more inclined to fight it out in the street for day-to-day sales than to spend a lot of time developing brand images and corporate strategies. Joslin said that ad agency assignments would not be affected by the corporate moves. However, the marketing approach is changing, with an increasing reliance on retail promotions and local merchandising.