Fmcg consultancy YF has hired Rob Dixon as its new commercial services director.
Dixon is a specialist in alcohol, joining YF from rosé wine and gin makers Maison Miraebeu where he is commercial director.
Prior to this, he was Tesco’s senior buying manager for French champagne and sparkling. He also sits on the committee of the Champagne Academy, the body responsible for promoting champagne in the UK.
Dixon will lead YF’s commercial team, responsible for sourcing and scaling high-potential brands in the UK’s major supermarkets.
His appointment follows YF’s recent partnership with Waitrose under the BrandsNew programme, which focuses on accelerating exciting new brands in the market.
Thea Alexander, CEO at YF, said: “It is rare to find someone with Rob’s depth of experience across both retail and brand – his reputation speaks for itself. This, combined with YF’s unique position trusted by retailers nationwide, is a recipe for enormous opportunity.”
YF’s leadership team has already been bolstered this year with the additions of Nick Downing as business development director and Chris McLaughlin as a non-executive director.
Dixon said: “With my experience at Tesco and, more recently, as a supplier, I am keen to support high potential brands to be retail ready, launch successfully and build growth plans that resonate with consumers and meet retailer objectives.”
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