Caroline Hipperson H&B

Hipperson joined the retailer last month

Holland & Barrett has appointed Caroline Hipperson as its first global chief marketing officer.

Hipperson, who joined the health food retailer last month, has a strong drinks background having held various roles at Bacardi over the last six years, including global vice president and global brand director. Before that, she was director of brands and insight, UK for the Carlsberg Group, and marketing director for Lucozade Sport at GSK.

She and Emma Hobbs, Holland & Barrett’s group head of brand and marketing, have hired ad agency Pablo as the health food retailer’s creative and advertising lead. The agency has been given a multi-channel advertising brief focused on communicating Holland & Barrett staff’s knowledge and the unique health and wellness products it sells.

Alongside Hipperson, Pablo will also report to Hobbs. The agency’s first campaign is due to go live this summer.

“We have really enjoyed the journey so far with Pablo. They are an exciting agency with their feet firmly on the ground, going to great lengths to get really under the skin of our business,” said Hipperson. “At Holland & Barrett we really care about helping people live a healthy and happy life and treading light on the earth while doing so. We believe Pablo is an agency that genuinely shares our brand values and vision.”

Kirstin Ross-MacLeod, Pablo’s joint head of account management, said: “Health and wellness is a crucial aim for everyone and Holland & Barrett have an overwhelming opportunity to support people on their journey to leading a happier and healthier life. From our short time working with the brand we can already sense it’s an amazing business and a sleeping giant. We are very excited about helping them tell their story.”