Mars Chocolate UK has promoted Michele Oliver to vice president of marketing.

Oliver moves up from the role of UK strategy director. Taking up her new role on 23 February, she will lead Mars’ UK marketing organisation.

She has worked at Mars for more than 20 years, holding roles across the business including in sales and manufacturing, before moving into marketing positions at a local, regional and global level.

“Michele combines a great energy and passion for our brands and our people and I’m excited that she will be leading our marketing organisation, helping to bring our best loved brands to life,” said Mars Chocolate UK president Blas Maquivar.

Oliver replaces former UK marketing vice president Michael Magee who is moving to head up Mars Chocolate’s marketing function for Europe and Eurasia.

The UK strategy director role Oliver leaves behind, meanwhile, will be filled by Lucy Cotterell.

Another long-serving member of the Mars team, Cotterell joined the business in 1997 and has held a number of European and UK marketing roles. She is promoted from the position of marketing director for Mars, Snickers and Twix.

A replacement for Cotterell would be announced in the coming weeks, Mars said.

“Lucy and Michele bring a wealth of experience and insight, I’m confident that we have the right team in place to continue to deliver for our customers and consumers”, Maquivar added.

The latest moves mark a busy time for new roles at Mars Chocolate. Maquivar took up the role of UK president last month, replacing Fiona Dawson who was named global president for Mars Food. Maquivar was previously regional president for the Mars Latin American chocolate business.