Pernod Ricard UK promotes internally for new marketing director

Pernod Ricard UK, which owns brands including Malibu, Absolut and Jameson, has promoted internally for its new marketing director, with brand director Liam Murphy taking on the role.

Murphy, who has headed up UK marketing for vodka, gin, scotch whisky, liqueur and ready-to-drinks brands since July 2022, takes over from Leanne Banks.

Banks, who has been UK marketing director since May 2021, has moved to the position of marketing director for business acceleration at Pernod Ricard’s Scotch whisky brand, Chivas Brothers.

Her successor Murphy has been at Pernod Ricard for almost a decade. He has held roles in both marketing and commercial at the drinks business, including customer business unit controller for the company’s prestige unit and marketing manager.

Before joining Pernod Ricard, Murphy worked as a brand manager at challenger spirits business Martin Miller’s Gin and the Reformed Spirits Company. At the beginning of his career, he worked in agencies, specialising in campaign creation and delivery for clients such as O2 and Brown-Forman.

As the leader of the UK marketing function, Murphy will continue to focus on consumer centricity, innovation and digital transformation to “support the company’s overarching ambition to beat the market sustainably by creating more moments of conviviality”.

Pernod Ricard to step up brand activations in each market despite declining sales

Murphy becomes part of Pernod Ricard’s UK management committee in his new role, and reports to managing director Julia Massies.

“I am delighted to welcome Liam to the team and know he will bring energy and a fresh perspective based on the wealth of knowledge from his strong mix of commercial and marketing experience,” Massie says.

In its most recent fiscal year, ended 30 June, Pernod Ricard saw organic sales decline 1% year over year. Regardless of the economic backdrop, the company has pledged to ensure its marketing spend remains consistent as a percentage of sales at around 16%.

During Pernod Ricard’s most recent results call it also said its ability to activate different brands in each market is increasing, thanks to efficiencies and its digital transformation. It is increasing its capabilities so that it is able to activate 15 to 20 brands in each market, compared to six to eight previously.

Marketing effectiveness and efficiency more generally has been an ongoing focus for Pernod Ricard. Speaking last year, then-marketing director Banks told Marketing Week that effectiveness was helping Pernod Ricard to outperform bigger rivals with more budget.