A former Diageo marketing director has joined Gü to oversee advertising, NPD, digital activity and PR.

Ellie Martin has stepped into the marketing director post at the premium pud supplier following Meg Farren's promotion to new business director.

Martin spent 11 years at Diageo GB in a range of marketing and innovation roles, and worked on brands including Bailey's and Smirnoff Ice. Most recently, she was marketing director of Diageo Global Travel and the Middle East, leading a team of 70.

She said much of her work at Diageo involved digital activity, including developing two-way communication between brands and consumers a strategy she was keen to nurture at Gü. "There will be an increasing focus on consumer participation and getting into a dialogue with shoppers," she said. "It is about giving consumers the sense they are a part of the brand. Already, I have become aware that people want to talk to us. About 50% of the calls we get from consumers are from people who want to talk about the brand. Often, calls from consumers are complaints."

In addition to digital activity, there would also be a focus on NPD, added Martin, who will report directly to Gü MD Mark Escolme. She joins Gü following a major revamp for the brand and during a marketing campaign that has included its first national TV push, which runs until the end of July. "It has had some great results," she said. "In those retailers that have engaged with it there has been a sales uplift as high as 83%."