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The marketing director at Leeds-based Boost Drinks, company of Connect Yorkshire EIR Simon Gray, has taken on a new role to support international expansion.

David Hipkiss has a new remit as marketing and international business director. He will be responsible for spearheading the business’ international sales strategy and brand development programme, while continuing with his pre-existing marketing responsibilities, overseeing category insight, brand and product development activity.

Immediate plans include building Boost’s presence in the Nordic region of Europe, with new distributors already in place in Sweden, as well as establishing the brand in the Middle East and Pakistan.

Expansion into new markets will also be supported by the appointment of Jorge Shell as international controller, who will report directly to Hipkiss.

He will be responsible for the creation of regional business plans, working with Boost’s marketing team on geographical marketing campaigns and with distributors in local markets to drive and develop business.

Adrian Hipkiss, marketing and international business director, said: “Boost’s brand ethos means we don’t rest on our laurels; we were one of the lucky few to see continued growth in 2020 and we have an ambitious vision to develop our brand in international markets, building on our success in Great Britain, Northern Ireland and the Republic of Ireland.

“We have a strong brand proposition and portfolio which can absolutely travel overseas, and I am hugely excited by the prospect of growing the Boost brand on an international scale. We already have new partners and brand distributors in place in and are looking to enter certain new markets imminently.

“We are delighted to bring Jorge on board to play a crucial role in developing Boost’s global expansion strategy. Jorge brings proven experience in growing brands in new markets, and we are very much looking forward to realising our international growth ambition.”


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