MEC UK has hired Sarah Salter to lead MEC Tonic, its innovation division, Jason Dormieux, the MEC UK CEO is delighted to announce.
The brand innovation space is at a pivotal point, as innovation has yet to deliver returns that brands are satisfied with and the number of start-ups continues to soar. In addition, the fundamental differences in the way brands and start-ups operate has led to strained relationships between the two parties.
Tonic is looking to buck this trend with a fresh strategy in its second year, to concentrate on specific innovation ventures or projects and much deeper relationships with fewer start-ups, to help them grow alongside MEC clients.
Salter joins MEC Tonic, which was launched in November 2015 to help clients work with start-ups and early stage companies to use emerging technology to accelerate people around the purchase journey.
Working across MEC Tonic’s entire client base, Salter reports to Ben Poole, MEC UK’s Chief Digital Officer, and will focus on redefining what innovation means for MEC and its clients.
Most recently the Chief Marketing Officer at Vrumi, a start-up disrupting the traditional workplace, Salter has built a successful career in product and service innovation.
Prior to Vrumi, Salter worked in New York as Head of Marketing at Q by Equinox (now Furthermore) and Senior Communications Manager at Equinox, where she led media strategy, digital marketing, and agency performance.
Starting her career at Procter & Gamble working on Clairol, Salter also spent seven years at Casio where she launched new brands, drove brand growth, and delivered innovation and strategy to bring the G-Shock and Baby-G products back into popular culture.
Ben Poole said: “Sarah has a superb track record of successfully innovating for brands, and will doubtless bring value to our clients. This combination will bring significant value and insight into helping brands work with the right start-ups on the right projects. Sarah is perfectly placed to take Tonic to the next phase of its evolution.”
Sarah Salter said: “For too long innovation has been used to drive short term relevance but it isn't about this or a quick sales uplift, it's about building a future. This strategy is what is so exciting about MEC Tonic for someone with my background. I’m excited to be joining at such a pivotal time in Tonic’s growth.”