Ultimate Products appoint Brand Director

New Ultimate Products Brand Director Tracy Carroll

Oldham-based Ultimate Products has announced the appointment of Tracy Carroll to the role of Brand Director.

Tracy joins from Helen of Troy, an American designer, developer and marketer of consumer brands, where she served as Associate Marketing Director.

Tracy joined Helen of Troy in 2007 to launch and grow the OXO homeware brand in the UK.

In 2014, she was promoted to the role of Associate Brand Director, which led to her remit being expanded to include all marketing activities for the OXO brand in the entire EMEA region.

Helen of Troy specialises in the product categories of Home and Outdoor, Health and Wellness, and Beauty.

Its leading brands include OXO, Hydro Flask, Osprey, Vicks, Braun, Honeywell, PUR, Hot Tools and Dryba.

Tracy will be Ultimate Products’ first dedicated Brand Director, a role that will see her lead the Group’s brand and marketing strategy, management, and communications function.

Simon Showman, Chief Executive of Ultimate Products, said: “We are very excited to welcome Tracy to Ultimate Products.

"Her experience at Helen of Troy will be invaluable as we expand our outstanding stable of homeware brands across new geographies and channels.

"Tracy’s arrival will turbocharge our marketing efforts as we seek to build on the incredible success we have had in reinvigorating and growing heritage brands such as Beldray, Progress and Kleeneze.

"I am confident that with Tracy’s help these successes can be replicated with Salter and Petra across our European markets and beyond.

"We are all looking forward to working closely with her in the years to come.”

Tracy added: “I am delighted to join Ultimate Products as its first-ever Brand Director and to have the opportunity of helping it realise its international and online growth plans.

"I have long admired Ultimate Products’ brands, and I’m looking forward to playing my part in the team’s efforts to provide beautiful and more sustainable products for every home.”

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