Mars man swaps ice cream for insight

Dunnhumby – the data management and analysis firm behind Tesco’s Clubcard loyalty scheme – has tapped Mars European Ice Cream boss Liam McNamara to be group head of its shopping experience practice.

McNamara will work with Tesco and other supermarket chains, such as the USA’s Kroger and Casino of France, advising them on their customers’ shopping and purchasing habits, both in-store and online.

He will also help Dunnhumby to develop its offering to consumer packaged goods clients, including Procter & Gamble, Coca-Cola, Kraft and Nestle.

“We want to build stronger and deeper relationships with those manufacturers who are investing heavily in promotions and/or innovation,” said Dunnhumby CEO and co-founder Edwina Dunn.

“Whilst we have a team that understands how to drive sales growth and margin for retailers and encourages effective collaboration with CPGs, we want to make sure that brand strategy and consumer spend in-store and across the total market is called out as a distinct strategy and capability.”

McNamara has spent the past decade working for Mars in a number of senior sales, marketing and management roles. Prior to that, he was with German discount chain Aldi, working in its UK operations team.

Author: Brian Tarran

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