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...st in too many organisations.
Martin was President of the created PepsiCo UK company, which is a merger of Walkers Snacks Foods, Pepsi Cola, Tropicana and Quaker Foods. PepsiCo UK has a $1.5bn turnover and profits approaching $450mm.
Walkers Snacks is one of the top packaged goods brands in the UK, with arguably the most successful new product launch of the year in Sensations. Forty-three-year-old Martin Glenn, former president of parent company PepsiCo UK, was instrumental in the steady growth of the Walkers brand.
In fact Martin lead Walkers Crisps from a strong regional brand in 1992 to its current position (2005) as the number one FMCG brand in Britain, with a 45% share of the £2 billion salty snacks market.
He was responsible for signing up former England footballer Gary Lineker to front the long-running series of television and satirising Lineker's squeaky-clean image, and has successfully exploited the national sport ever since, with brand extensions such as the Salt n' Lineker, Cheese and Owen, and Smokey Beckham flavours.
He persuaded PepsiCo to invest heavily in the evening snacking sector, with sizeable spends on Doritos and Doritos Dippas, including the memorable "Friendchips" campaign. He oversaw the successful implementation of the high-profile Free Books for Schools promotion for the main Walkers crisps brand.
Glenn has held various posts within the PepsiCo group since joining. He became marketing vice-president for Frito-Lay Europe before being made president of Walkers Snacks in 1998. In his latest position, he will also oversee the Quaker and Tropicana brands. Prior to 1992, Glenn spent five years at Pedigree Petfoods, and has also worked for Deloitte, as a marketing consultant, and Cadbury Schweppes.
Martin is an active member of the 'Business in the Community' charity serving on 'Leicester Cares' - a volunteering promotion organisation and on the National Cause Related Marketing Committee. He was awarded the Prince of Wales Ambassador Award in recognition of his work in this area and he was also awarded Marketing Week's Chief Executive Award in 2003.
He is also a Non-Exec Director of Leicester City Football Club and of Punch Taverns plc.
Martin presents in an informative and entertaining way, his inspirational presentations are filled with a veritable wealth of useful and proven ideas delivered in an easily digested formula.
Highlights of Martin's presentation will include:
How to define a communication strategy
Creating a successful advertising campaign
The importance of consistency in marketing
Secrets of successful sales promotion
How to create high performance teams
Corporate and social responsibility including the health debate
TESTIMONIAL
"It’s a pleasure to listen to Martin Glenn, he’s clear, straight-talking and charismatic. To the casual onlooker, Walkers is mainly a triumph of high profile advertising, but what this case makes clear is that Walkers is a story about product excellence, innovation, team motivation and marketing integration"
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- Innovative Marketing Strategies
- Manage Change
- Concerns about Health & Nutrition
- Branding and Positioning
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