Toby Baker has been named the new marketing director for the Wrigley Company UK.
Baker has been at Wrigley for four years and will take up the position with immediate effect, replacing former marketing director Ian Bray.
Baker was most recently Wrigley’s senior marketing manager where he was responsible for the development and launch of several product initiatives including the expansion of the Wrigley’s Extra brand franchise into non-gum product areas.
Wrigley’s said that the strategic direction he set for the Wrigley’s Extra range resulted in its continuing growth.
Baker has also led numerous communications campaigns including sponsorship deals with music channel MTV and Channel 4’s teenage soap opera Hollyoaks.
He also worked on Wrigley’s latest edition to the Extra range, Extra Ice, a pellet form chewing gum, which was launched in April this year to replace its Extra Winterfresh flavour.
Prior to joining Wrigley, Baker spent five years at SmithKline Beecham in various marketing roles, working with oral healthcare brands.
He said: “I am looking forward to the new challenges and opportunities that my role as marketing director will bring, and will continue to enjoy working with tremendous brands such as Wrigley Extra, Orbit and Airwaves.”