By Seb Joseph

Pernod Ricard is making more concerted moves into CRM, big data and ecommerce channels now that it has completed the unification of its marketing and sales at a group level.

The global business development division was formed this month and is now recalibrating the company’s strategies around luxury, digital acceleration, on and off-trade development, innovation and shopper experiences. Led by marketing vice president Conor McQuaid, who replaced Martin Riley as Pernod Ricard’s top marketer at the turn of the year, one of the unit’s early priorities will be to shepherd strategic digital investments.

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Source: The Drum