Jerome joins from the Campaign for Real Ale (CAMRA), where he worked for 14 years, most recently as head of marketing. His appointment completes the SIBA senior management team created by managing director Mike Benner, who also joined from CAMRA in June this year.
SIBA said the new role is “pivotal” in its mission to “build the future of British beer”.
'Clear winner'
SIBA chairman Guy Sheppard said: “We are delighted that Tony is joining us. We received a number of high calibre applications for the post, but Tony’s experience and strong track record meant that he emerged as the clear winner from the recruitment process.
“Tony’s first priorities will be to raise SIBA’s profile externally, and to develop a market leading benefits and service offer for our brewer and supplier members. It’s a large role for which Tony’s previous experience and evident talent for communication equip him well.”
Jerome was the driving force behind CAMRA’s involvement in several high-profile brewing industry campaigns, including Community Pubs Month and Cyclops. He also directed the organisation’s communication strategy when the Chancellor scrapped the beer duty escalator in 2013, which resulted in positive media coverage for British beer and brewing.
Jerome, who will start SIBA in March 2015 and report to Benner, said he hopes to introduce new packages that will benefit SIBA members’ businesses.
'The voice of British brewing'
He added: “I have had a wonderful time working at CAMRA and I’m hugely proud of what I achieved there. I would like to thank all of the volunteers and my colleagues at CAMRA Head Office for all the support they have given me over the years. I leave an excellent marketing team in place and know they will continue to do great work.
“SIBA is a marvellous organisation which has transformed the British brewing industry and the fortunes of hundreds of smaller brewers, helping them to find a market for their beers. It’s a great story which needs to be told more widely to help SIBA become the ‘voice of British brewing’. I am looking forward to starting that process when I join.”