Mars Inc. is moving its chief customer officer Andrew Clarke to the newly created role of chief marketing and customer officer.

The move comes as chief marketing officer, Bruce McColl retires from the business in June. He had been with Mars for 24 years and CMO since 2006.

In the new role, Clarke will oversee the media, consumer marketing, customer and sales teams.

Mars said the appointment would allow it to “address the dynamic shifts in retail, ecommerce and consumer shopping behaviours”.

“Marketplace dynamics are blurring the lines between sales and marketing. Retail and shopper trends are moving at a remarkable pace and digital is providing new routes to reach consumers that blend advertising and selling. We’re evolving our approach to advance the way our marketing and customer strategies work together to address these trends,” said Mars president and CEO Grant Reid.

Clarke added: “Mars has tremendous brands supported by world-class marketing communications, and that will continue as the expert CMOs in our segments drive creativity and innovation. Building on that, consumers are demanding a more seamless brand experience, and we have an opportunity to grow our categories with our brands and our customers. In this new role I see myself as a connector between our muscle in marketing and our strength in sales, and I couldn’t be more excited about the opportunity.”