Holland & Barrett appoints former Barcadi VP Caroline Hipperson as CMO

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Holland & Barrett has appointed Bacardi’s former global vice president Caroline Hipperson as its new chief marketing officer.

Following six years at the alcohol brand, where she held various roles including global brand director, Hipperson has now joined the health retailer.

She has wasted no time in driving change at the retailer, hiring Shoreditch-based ad agency Pablo as the brand’s new creative and advertising lead.

The company will report directly to Hipperson and has been tasked with developing brand strategy and campaigns, focusing on Holland & Barrett’s employees’ depth of knowledge. I

ts first campaign is expected to launch this summer.

“We have really enjoyed the journey so far with Pablo,” Hipperson said.

“They are an exciting agency with their feet firmly on the ground, going to great lengths to get really under the skin of our business.

“At Holland & Barrett we really care about helping people live a healthy and happy life and treading light on the earth while doing so.

“We believe Pablo is an agency that genuinely shares our brand values and vision”.

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