Iceland brings back marketing director role

Iceland has reinstated the marketing director role, promoting Caspar Nelson to the position following almost four years at the supermarket.

In his new role, Nelson will lead Iceland’s marketing trading and strategy divisions, taking responsibility for both marketing and design.

The marketing director position was vacated in September 2020 by Neil Hayes, who left the supermarket after more than six years to become managing director of RTW & Riteway, a retail and wholesale business based in the British Virgin Islands.

Nelson joined Iceland in 2018 as head of brand communications, moving onto the position of head of customer and marketing just prior to the first Covid lockdown in February 2020.

Before joining Iceland, he was marketing and sales director at Powerleague, the five-a-side football league spanning 366 pitches and 36 venues. Prior to that Nelson served as head of brand at Ideas by Music and head of brand communications at Phones 4U.

At Phones 4U, Nelson was responsible for the development of the long-term strategy, as well as overseeing the day-to-day execution of all creative, media planning, CRM, brand development and content. He drove a 100% increase in media spend over a three-year period, overseeing all media and brand agency relationships.

Prior to that, Nelson worked agency side as an account executive at Manchester-based creative agency BJL.

Iceland’s profits increased 32% to £176.4m in the year to 26 March 2021, helped by the retailer’s decision not to return around £46m of business rates relief. Sales rose 16% during the year to £3.8bn, according to accounts filed to Companies House by parent company Lannis.

Iceland has been ramping up its online footprint, increasing capacity to offer a million deliveries per week after recruiting thousands of additional staff.

The company has also attracted new customers through its partnership with home and garden store The Range, which sees it offer Iceland products in selected store across the UK.