Boost Drinks has appointed Tangerine Confectionery’s international sales director to lead its marketing department.
Adrian Hipkiss has replaced former marketing controller Natalie Rich in a new role as marketing director at the energy, sports and protein drinks maker.
Hipkiss, who has 15 years’ commercial experience working for fmcg brands including Seven Seas, Aunt Bessie’s and Butterkist, will be responsible for building further brand engagement, a sustainable long-term growth strategy for the business and driving insight, Boost said.
Founder and MD Simon Gray described Hipkiss’ appointment as marking an “important milestone” in the business’ evolution.
“By working as part of the leadership team he will help shape the future growth strategy and steward the brand’s future fit,” he said.
“I look forward to working together to build upon our strong foundations and ensure we have a robust brand strategy and infrastructure to deliver Boost’s growth ambitions both in the UK and overseas.”
Hipkiss added: “It’s an incredibly exciting time for the business and we have a great opportunity to build on our strong position in the independent retail market and cement brand affinity with shoppers.”