The Fairtrade Foundation has appointed a new marketing director to its senior leadership team to help deliver an ambitious new strategy to double its reach and impact for producers in the developing world.
The new post has been created as the Fairtrade Foundation seeks to deepen its relationship with existing supporters and to mainstream Fairtrade purchasing habits as part of UK consumer lifestyles, lifting sales of products carrying the Fairtrade mark to £2 billion by 2012.
Cheryl Sloan joins the Fairtrade Foundation from Freeview, where she worked as strategy director, guiding new product development and brand strategy. Sloan has 13 years' experience in brands marketing, from Mattel to Kimberly Clark to the National Lottery, where she was part of the successful team which won the third lottery operating licence for Camelot.
Sloan said: “It’s a privilege to be leading Fairtrade’s marketing efforts and to work across the spectrum of industry in the UK with people who are listening to modern consumers, helping realise a true people’s movement for change.
“I look forward to adding a new narrative to the Fairtrade story and creating new and exciting connections between consumers and producers. I want ordinary people to think of Fairtrade as a basic requirement of products that come from the developing world.”
The Fairtrade Foundation is currently leading a three-way pitch for a new communications agency after four years with Forster.
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