Diageos new-look Smirnoff

Diageo's new-look Smirnoff

Diageo has appointed a new brand director for Smirnoff vodka, following a reshuffle in its marketing division.

Simon Burch, currently Diageo's senior vice president for vodka and rums in North America, will become the global brand director for Smirnoff. He will be based in New York, Diageo said yesterday (2 September).

The announcement follows a change in Diageo’s global marketing department, which saw previous Smirnoff global brand director Philip Gladman appointed as marketing director for Diageo Great Britain.

Burch joined Diageo as vice president of marketing in Canada in 2005. Before that, he was vice president of marketing for Pernod Ricard's Canadian unit, Corby Distilleries.

Smirnoff sales fell by 1% in volume and by 4% in value on a like-for-like basis in Diageo's most recent fiscal year, to the end of June 2010. Diageo unveiled new packaging for the vodka brand in June.

For more on Diageo's marketing reshuffle, click here.