Portrait_Vikki Babb_International Marketing Director John West

Babb, who has worked at the company since 2020, will take on overall responsibility for John West’s marketing 

Vikki Babb is taking the reins as international marketing director for John West.

Babb, who has worked at the company since 2020, will assume overall responsibility for John West’s marketing in the UK, Ireland, the Netherlands and international markets.

She previously worked as brand controller for everyday fish, where she developed a portfolio strategy for more than 200 lines and John West’s annual brand plan.

Babb led and implemented the brand repositioning through all John West’s communications channels, resulting in the company’s ‘Eat Strong Go Strong’ campaign, which it said had “opened John West to younger consumer groups”.

“Her infectious passion for delivering heathy, innovative, sustainable nutrition to consumers and her candid, authentic leadership will take John West from strength to strength,” said MD Paul Stephenson.

Her predecessor Jon Burton has moved to parent company Thai Union’s Marine Proteins business unit.

Babb worked at Coca-Cola and Tesco before spending 10 years at InBev, in posts including director of marketing for Beck’s & Speciality Beers & Ales. She then worked as a marketing manager at Premier Foods and brand managed Carex and Bayley’s of Bond Street globally, before heading brand activation in the UK for PZ Cussons.

In the announcement, Babb hinted at new launches to “bring added value to consumers, further extend our range of products and underline our commitment to health and nutrition”.

“John West Foods and parent company Thai Union Group have huge expertise in positive nutrition and protein, with products that both delight and support healthy lifestyles in a sustainable and affordable way,” Babb said. “I am thrilled to continue positioning John West around strength and positive nutrition that fuels both body and mind.”