Birds Eye Limited has bolstered its marketing machine with the appointment of former Molson Coors strategy leader Jim Shearer as Marketing Director UK & Ireland, effective from 28^th February 2022.

Shearer joins the UK’s leading frozen food company with a wealth of experience and will become a member of Birds Eye’s UK & Ireland Board, leading the marketing agenda for the Birds Eye, Goodfella’s and Aunt Bessie’s brands, reporting directly to General Manager for Birds Eye UK & Ireland, Steve Challouma.

Prior to joining Birds Eye, Shearer worked for global beverage company Molson Coors for 17 years, where he most recently led the business’s Strategy, Insight and Innovation team for EMEA & APAC. Within Molson Coors, Shearer was also Marketing Director UK & Ireland for several local and global brands, including Carling, Coors Light and Aspall’s Cider.

His work and marketing influence has also been recognised within the industry, having appeared in Campaign Magazine’s Power 100 list for three consecutive years from 2018, reflecting his prowess in the field.

Commenting on his new role Shearer, who replaces former Marketing Director Sarah Koppens, said: “I know I am joining a business that, as category leader in the UK & Ireland, rightfully has high expectations to meet from its customers and consumers alike. I have an incredible amount of energy to rise to that challenge and continue to push the category leadership standards that the business has been at the forefront of for many, many decades.

“I could not be more excited to be joining such a progressive organisation, its iconic brands and impressive portfolio. The business’ commitment to building its brands and a more sustainable future is impressive, as is the determination of its people to do just that. It is a privilege to be part of the business’ next vibrant chapter, as it continues to innovate against the brief of feeding families more healthy, nutritious and great tasting food in the future.”

Steve Challouma, General Manager UK & Ireland – Birds Eye Ltd, commented: “Jim brings a breadth of multi-functional expertise to his new role, giving him a broad understanding of how businesses such as Birds Eye operate. Jim has joined at an exciting time for Birds Eye as we continue to turn the dial on our distinctive frozen food campaigns and launches in the UK to maintain category leadership. Frozen food has never been more relevant for modern day consumers and their lifestyles, and as we continue to grow our business, Jim will play a key role in taking our brands forward with the exciting initiatives and products we have coming up.”