Britvic, the UK-based producer of soft drinks, has announced the appointment of Cindy Tervoort as its new Chief Marketing Officer (CMO) effective from 1st July 2023. Tervoort will be replacing Matt Barwell, who has been with the company for nine years and is stepping down from his role at the end of June.

Cindy Tervoort is currently the Managing Director of Heineken’s e-commerce platform Beerwulf and has been a Board Member of Heineken UK for five years, leading the marketing of all 24 of its beer and cider brands. She has also been responsible for the company’s digital transformation, consumer media, innovation, category, and trade marketing. Tervoort is a highly experienced marketer with deep FMCG knowledge, having also held senior marketing roles within Unilever and PepsiCo over the past three decades.

Britvic CEO Simon Litherland expressed his excitement at welcoming Tervoort to the company at a time when they are continuing to grow their reputation for world-class brand building through marketing and innovation. He also thanked Matt Barwell for his significant contribution to the company’s success over the past decade. During his tenure, Barwell had successfully improved the way the company builds brands, strengthened their marketing capability, and in-housed their digital resource. He had overseen award-winning work on Robinsons, J2O, and Tango, and was central to building a broader international footprint for the business through the launch of brands such as London Essence mixers and sodas, and through acquisitions in Brazil.

The announcement of Tervoort’s appointment comes at a time when the soft drinks industry is facing significant challenges. With a growing consumer demand for healthier and more sustainable options, companies like Britvic are being forced to adapt and innovate to remain relevant. Tervoort’s experience in driving digital transformation and her deep FMCG knowledge will undoubtedly be valuable in helping Britvic navigate these challenges and continue to grow its business.

Britvic’s appointment of Cindy Tervoort as its new CMO is a significant development for the company. Her experience and expertise in marketing and digital transformation will be crucial in helping Britvic stay ahead of the curve and meet the challenges facing the soft drinks industry. We wish her all the best in her new role and look forward to seeing what the future holds for Britvic under her leadershi

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