Bradman is now responsible for the whole of the commercial department including UK and international sales as well as marketing and sales support. He is also responsible for Westons Australian subsidiary as managing director of Westons World Brands.
Since Bradman joined family-owned Westons in 2012 as head of sales, he has increased turnover by 40% and the company's market share is now up to an all-time high of 5%, accelerating ahead of a declining cider market.
Bradman has more 30 years' experience working in the cider industry. Prior to Westons, he was joint MD of Aspall Cider and before this held senior sales and marketing roles at Holsten UK, William Grant UK and HP Bulmer.
Helen Thomas, Westons managing director, said: “Geoff has successfully developed the Westons commercial proposition both in the UK and internationally and his new role gives the business consolidation and focus right the way across the sales and marketing functions.”
Bradman added: “While the cider market is currently flat, the traditional premium sector of the market in which we operate is in strong growth, currently growing by 7% year-on-year. We’ve got ourselves into a really strong position as category leaders of this sub-sector of the market and we’re well placed to grow all areas of the category further.”