Salman, 57, takes up the role after a career spanning 30 years and three continents, including PepsiCo, Procter & Gamble and SC Johnson & Son.
He will be accountable for all the categories and geographies of pladis, from Europe, America, Africa to Middle East, Central Asia and Far East.
His remit also includes formulating a global strategy for the business, building on pladis’ focus to diversify its global brand, McVitie’s, alongside Ulker and Godiva chocolates.
“pladis is just over two years old and already we’re fast becoming a global snacking leader. With Salman’s proven track record in driving transformation and growth among global FMCG players, we’re delighted to welcome him to lead our ambitious and entrepreneurial team,” said Murat Ulker, chairman of Yildiz Holding
Brand and business development
Salman has extensive experience across marketing, sales and operations, as well as in brand and business development. While chief marketing officer of PepsiCo, he led all facets of marketing for the company’s multiple billion-dollar brands, led PepsiCo’s move to front-of-pack labelling in the UK and successfully expanded the PepsiCo snacks portfolio globally with iconic brands like Lays and Doritos.
He also serves on the Board of Directors of ITV plc as a non-executive director and on the Global Advisory Board for the Kellogg School of Management.
“I’ve built a career on seeking out opportunities to rewrite the rules, diversify and be part of consumer evolution,” said Salman.
“At pladis, we have the opportunity to make our local favourites global stars and share the heritage of our biscuits and confectionery with the world. I’m looking forward to joining my new colleagues as we embark on this journey together.”
Formed in 2016, pladis is one of the fastest growing snack producers with annual gross revenues in 2017 of £3.5bn.
Its portfolio of products – including well-known household brands like Jacob’s, go ahead! and Carr’s – potentially reach four billion people across the world.
The company has delivered a series of successful product innovations in the biscuit and chocolate categories, including Godiva Masterpieces developed especially for grocery channels, McVitie’s Nibbles and McVitie’s Chocolate Digestive Thins.