International marketing specialist Rhiannon Prothero has been head hunted by food and beverage software company Intentia to take on the new post of northwest Europe marketing director.

“There’s a new challenge for information technology companies operating in the food and beverage markets. The days of the generalists are gone,” said Prothero, welcoming her brief to drive a new industry-focused strategy at Intentia and build its leadership in the food and beverage market.

Her appointment, she says, “demonstrates a dynamic step change in Intentia’s approach to the market”.

“The new reality is focus, focus, focus,” she explained: “Our proposition will revolve around our understanding of the issues facing food and beverage companies and the impact on individual businesses. We’ll then apply that understanding to create value for our customers.”

Wim Jansen, head of north west Europe, echoed: “First and foremost, food and beverage companies want to work with partners that have a deep knowledge and understanding of their industry, and can make a positive contribution to their bottom line.

Prothero joins Intentia from PTC, where as director of European alliances she was instrumental in building a US$48m business in just two years. Previously, she acted as industry marketing manager at SAP.