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River strengthens strategic team with two new directors

The River Group has appointed Allan Moffat as strategy director and Joely Carey as non-exec editorial director.

River strengthens strategic team with two new directors
Allan Moffat and Joely Carey

Allan Moffat started his new job on 25 February 2020 and Joely Carey joins in March.

Allan has worked with UK and international retail businesses, major brands and start-ups. Over the last 20 years, he has enjoyed success in setting and then delivering strategic plans for launching products, growing agencies, and establishing new functions within a variety of businesses, says River Group. Highlights include integrated marketing work for ASDA, Morrisons, Woolworths (Aus) as well as brand activation for Unilever, Kellogg's, and Coca-Cola in the major multiples and convenience retailers.

He was also part of the agency team that activated the adidas sponsorship of the London 2012 Olympic Games. This work included partnership activity with several other sponsors (Samsung and the NHS), funding bodies and media organisations. Allan continues to support charities involved in sport as a result of his involvement with the Games. More recently he has helped to launch a low-calorie lager, a water for whisky and developed strategic growth plans for established brands.

Joely Carey is a branded content specialist. She worked as River's editorial director for 18 months before leaving London for Yorkshire in 2018.

Since then she has worked for a number of publishers and content agencies including 72Point, The Guardian Labs and The Daily Telegraph's Spark on creative campaigns for Seiko, English Heritage and Mini amongst others. She has also created content for both LandRover and Oxford University's SAID Business School. Alongside her editorial work, she now teaches Multimedia & Magazine Journalism at Sheffield University.

Allan Moffat said: “I am really looking forward to working with the talented team at River as we continue to grow the business across a number of sectors. Meeting the demand for great content and real customer engagement is where River excels, and there are some exciting times ahead.”

Joely Carey said: “I remain incredibly passionate about creativity in publishing across all its platforms, River has undergone both an innovative expansion programme and a commercially savvy business evolution since I last worked with them. I'm looking forward to taking on a strategic role for the company and working alongside Nicki and her talented team."

Nicola Murphy, The River Group CEO, said: “Allan and Joely both have a wealth of valuable experience across various brands, sectors and agencies. At River we have aggressive growth plans as we continue to execute our three year buy & build strategy, that has seen us set up two new agencies, Fish Membership Content Agency and Maven Communications in 2019, and I’m excited at the prospect of working with Allan, Joely and the River Board to continue on this growth curve in 2020 and beyond.”