ELMS HEADS UP MARKETING AT DUTY FREE CARIBBEAN

Anita Elms has been appointed the first Regional Marketing Manager at Duty Free Caribbean Holdings (DFCH) the parent company for Cave Shepherd & Co. Ltd, Colombian Emeralds International, Harrisons, Total Sport and Pages Bookstore.

In this position, this vivacious young Barbadian is responsible for driving the marketing programmes for the group's stores in Barbados, Grenada, St. Lucia, Cayman Islands and the Bahamas.

In her previous roles as a senior advertising executive at YAR Communications, the former global advertising division of Young and Rubicam, and later at UniWorld Group (both based in New York City), she managed Ford Motor Company's national advertising campaigns and led US-based national marketing initiatives for companies such as Sprint, Johnson & Johnson and Callaway Golf. Elms, who holds a Masters Degree in Media Studies, also worked on consumer marketing campaigns at MTV Networks, where she developed sponsorship packages for MTV's programming.

Although in her new position for less than a year, Elms has already launched the "Your Style, Your Way" Cave Shepherd advertising campaign in Barbados, the "Seriously Fun Shopping" Duty Free Caribbean advertising campaign in St. Lucia and Grenada and she also conceptualised the innovative "Bajan Bride" television series which is currently being shown locally. As part of this new advertising thrust she has forged partnerships for the group's brands with local entertainers, athletes and international models.

"I have thoroughly enjoyed meeting and working with the island managers to build and develop the image for the brands under the Duty Free Caribbean Holdings umbrella," said Elms. "I am very excited and intrigued with what the DFCH Group has to offer in terms of products, merchandise and service and I want to pass on my excitement to our customers."

Chief Executive Officer of DFCH, Peter Allan remarked, "Anita has significant experience in the areas of new market development, brand positioning, advertising and public relations which makes her well suited for developing and implementing the marketing programmes for DFCH. In this relatively short time she has clearly demonstrated her abilities and we are pleased to have her on board with us."

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