Mars Wrigley appoints Sean Douglas as senior director – digital commerce Centre of Acceleration Europe, CIS and Turkey

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Mars Wrigley has strengthened its commitment to D-Commerce with the leadership appointment of Sean Douglas as senior director – digital commerce Centre of Acceleration Europe, CIS & Turkey.

Sean joins from PayPal, where he served on the UK leadership team as director of business operations, driving change and data transformation. In this role, he also operated as the chief of staff for sales, marketing, operations and technology.

In this new transformational role at Mars Wrigley, Douglas will lead and develop a cross-functional team, moving from distinct sales and marketing teams to a fully integrated Digital Commerce and Demand Team. This team will be responsible for the online business, leading the growth and acceleration of online sales, and supporting the strategic and financial objectives co-created with market General Managers across the region.

Over the past three years, Mars Wrigley has made significant progress in developing its Digital Demand strategy and capabilities across assortment, on-site execution, digital marketing, supply and logistics and data and analytics. This has seen Mars Wrigley launch a fit-for-purpose online portfolio pilot direct to consumer channels across the region, including Prezzybox and UberEats in the UK as well as develop retailer content to tap into specific relevant occasions including home-baking and screen time. This has proved critical in light of the pandemic, which has accelerated a consumer shift towards digital channels.

Shaid Shah, regional president, Mars Wrigley, said: “Throughout his career, Sean has been an intrapreneur for global brands working at speed and with agility to bring new and innovative strategies to market, creating stronger digital experiences for customers. I am excited about the skills, capabilities and vision for success that he will bring to Mars Wrigley.”

Douglas said: “I am delighted to be joining Mars Wrigley. The business has done a great job of building the foundations and developing a talented team across Europe. It’s an honour to step into this leadership role, and I am eager to continue to build and accelerate the success and growth of this dynamic part of the business. I am also looking forward to partnering with the Leadership team at global, regional and local level to accelerate results, focus, capabilities and resource to drive growth of the digital commerce channel.”

Prior to PayPal, Sean spent four years at PepsiCo as director of e-commerce – Europe and Sub-Saharan Africa. During his tenure, he was responsible for the strategic direction and execution of PepsiCo’s European eCommerce business which grew from the ground up. As a strategic transformational change agent within the business, Sean delivered a multi-phase, multi-channel strategy, accelerating growth across PepsiCo’s brands in snacking, nutrition, sports and carbonated soft drinks through building strong data science and analytic capabilities in partnership with senior market and functional leaders in the region. He led a team responsible for pan-region execution as well as over 50 digital professionals who were embedded throughout the business and notably, opened PepsiCo’s first dedicated Digital Hub in London.

Before joining PepsiCo, Sean was one of the first eBay Inc employees in Europe where he spent over a decade building dynamic experiences with this e-commerce powerhouse in several commercial, marketing and technology leadership roles.