Gu has appointed Ellie Martin to head its marketing efforts. It recently announced plans to rebrand its range

Gu has appointed Ellie Martin to head its marketing efforts. It recently announced plans to rebrand its range

Premium desserts maker Gu has appointed former Diageo executive to lead its marketing efforts.

The company, which is owned by Noble Foods, said today (4 June) that it has restructured its marketing team under the leadership of new marketing director Ellie Martin.

Martin joins from Diageo GB, where she had ten years experience holding various roles in marketing and innovation and working on brands such as Baileys, Smirnoff Ice and the Reserve Collection.

Most recently, she was marketing director of Diageo Global Travel and the Middle East.

Martin will be responsible for driving Gu's marketing strategy, overseeing advertising, NPD, digital and PR. She will report directly into managing director Mark Escolme.

Gu said the announcement coincides with a GBP2m (US$3.2m) campaign to support its brand relaunch. As part of plans to simplify its proposition it recently consolidated its Gu Chocolate Puds and Fru Fruity Puds under the Gu Puds brand.

"I'm very excited to be joining Gu as it continues to expand both in the UK and abroad," said Martin. "The brand is not only entrepreneurial, it also has an excellent track record of developing innovative products and a reputation for being the leading premium desserts brand in the market. I'm really looking forward to helping to drive the next stage of growth through a bold and innovative marketing plan."