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Ultimate Products appoints debut brand director


Ultimate Products, the Oldham-based owner of household-name homeware brands including the UK’s oldest Salter (est.1760) and Beldray (est.1872), has appointed Tracy Carroll as brand director.

Carroll joins from Helen of Troy, an American designer, developer and marketer of consumer brands, where she served as associate marketing director, where she held particular responsibility for growing the OXO homeware brand in the UK and wider EMEA region.

She will be Ultimate Products’ first dedicated brand director, a non-board-level 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: “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.”

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