What really attracted Clive to this role was the unique opportunity to grow an exciting category. Cider attributes to 9% of the market in the UK yet only 1% here, in a region many would call a more conducive cider climate! Clive is looking to explode its growth here over the coming years.

Interestingly this brand man has his learning foundation in psychology having done his Honours at the University of Sydney, writing his thesis on children with reading difficulties, incidentally published in the Australian Journal of Learning Difficulties. So why isn’t he a psychologist? At the close of his studies he realised clinical psychology wasn’t really his long term aspiration but wanted to find a way to apply his in depth understanding of people in a more creative capacity. A career in advertising was his solution and the beverage category seemed that much more appealing. Clive began his marketing as a junior in sales, moved across to marketing and worked his way up, adding to his qualifications a Master of Commerce marketing major from UNSW.

So far one of his biggest challenges has been getting up to speed with what he describes as a ‘complex business,’ with some intricate systems and processes. Though now that he knows the ropes he is diving in head first developing an exciting communication plan for Strongbow aiming to capitalise on the emotional connection people make with the brand because of its long standing association with carefree Summer fun! What he likes about working at Foster’s is the positivity exuded by everyone around him and the exciting time that could be ahead for CUB to forge it’s own path with the potential demerger. We’re all looking forward to seeing Clive’s work in action and watching cider fizz up over the Summer!