His appointment followed current UK managing director Georg Heerdegen Parsbo’s decision to step down from the roll in order to become a member of Dr. Oetker’s international board, where he will assume responsibility for people and culture and act as coach for Africa, the Middle East, Asia and Australia.
Johannes Rosenthal will continue to serve as managing director and will assume responsibility for the business’s UK operations in Parsbo’s stead – in addition to his responsibilities over seeing supply chain, finance, admin, purchasing and IT operations.
Former sales head
Brassington will join Rosenthal from his previous role of executive head of UK sales as joint managing director for sales, marketing, category, insights and net revenue management, inclusion and diversity, quality assurance and human resources. He will also act as coach for Dr. Oetker Ireland.
Commenting on his appointment, Brassington said: “Thanks to strong direction over the past four years from both Georg and Johannes, we’re in an incredibly exciting position to capitalise on opportunities within the categories we operate. I’m looking forward to taking on the challenges of driving future growth.
The leadership shakeup at the frozen food manufacturer comes as it looked to promote growth in its core categories of baking and frozen pizza in both retail and out of home – between 2018 and 2022, retail sales value grew 13.4% to £243.3m.
Rosenthal added: “It has been a pleasure to work with Georg going from strength to strength in what is a very dynamic UK pizza and cake market.