Dairy Firm Arla Foods Hires Consumer Data Specialist

In the UK, dairy co-op Arla Foods has hired former dunnhumby exec Steve Millard for the newly created role of Head of eCommerce & Digital.

Denmark-based Arla is owned by 12,000 dairy farmers, including 2,500 in the UK, and is known for brands such as Lurpak butter, Castello cheese and Cravendale. Millard (pictured) joins from coffee and tea company Jacobs Douwe Egberts, where as Online Customer Development Director he developed annual shopper marketing plans, and was responsible for delivering growth through the firm's online channels. Prior to this, he was Online Business Unit Manager at Burtons Biscuits, interpreting industry, online category and shopper insight to shape the firm's online strategy. Earlier, he spent nearly five years at dunnhumby as Client Director.

In his new role, Millard will lead the digital aspect of Arla's Sales and Marketing teams. The new post is part of the company's target to spend 25% of its marketing budget across a range of online retail and social media channels by the end of the decade, and increase the online proportion of its UK sales to 20% by 2025.

Commenting on his appointment, Millard said: 'The creation of a new digital and eCommerce team shows that Arla has a firm grasp of the challenges facing the dairy retail sector and I am excited to take on the role. As consumers turn to an increasingly sophisticated online market place, it is important that companies continue to prepare for an ever-changing - and often unpredictable - new way of doing business. I'll be doing this for Arla by increasing the visibility of its products online, integrating and driving digital understanding and ways of working within the organisation'.

Web site: www.arlafoods.co.uk .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.