Baldry replaces Hubert Patricot, who was made president of Coca-Cola Enterprises’ European group in July. He left Cadbury in July as part of a global shake-up at the confectionery giant, which included a restructure of the company and the loss of 7,500 jobs, including nine senior executives. In his new role, Baldry will lead Coca-Cola Enterprises’ business unit and fill an important position within the company’s European executive committee.
He would bring extensive experience and a track record of success in major multinational fmcg brands to the company, a spokeswoman for Coca-Cola Enterprises said. She cited his strong track record at Cadbury Schweppes and an ability to manage a range of complex responsibilities.
“It is a fantastic opportunity to work with some of the best known soft drinks brands in the world and to lead a team with a strong track record in delivering success,” said Baldry.
Patricot – who was promoted to president of Coca-Cola Enterprises’ European group earlier this year because of his strong knowledge of its European operations – added that Baldry would bring “great strength” to the company. The former Cadbury man’s career has spanned sales, marketing and general management roles for both Cadbury Schweppes and Mars, and he spent 10 years developing Mars and Cadbury Schweppes in the emerging markets of Russia and Poland.
He has also worked as a brand manager for Coke Flavour Brands at Coca-Cola Schweppes in the UK. Baldry graduated from Loughborough University in 1985 with a BSc in management sciences. He has represented his country at international competition level in the sporting disciplines of both fencing and the modern pentathlon.