Magazine article Marketing

BP Retail Director Quits after Roles Restructure

Magazine article Marketing

BP Retail Director Quits after Roles Restructure

Article excerpt

BP's retail marketing director Mario Colletti has quit the company, leaving it in search of a top marketer for the new role of customer director.

The shake-up comes as the fuel giant plots an autumn launch in Europe of its US premium performance brand, Amoco Ultimate, to challenge Shell's Optimax brand.

Colletti, whose role was axed last month as part of a restructure involving the loss of 150 jobs (Marketing, February 20) has decided to return to his native Italy, rather than be considered for the customer director post.

Whoever is appointed to the top job will take a holistic view of the way UK consumers interact with the BP brand, with particular emphasis on its physical retail operations.

BP is preparing for a major product launch later this year, which industry insiders say will include the European launch of Ultimate. The brand is marketed on its quality and green positioning in many US states. It is not clear whether the Amoco name will be included in the European launch. …

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