MELBOURNE: Travel guidebook publisher Lonely Planet has appointed Dominic Rowell to the newly created position of global marketing director, charging him with responsibilities including developing a worldwide brand strategy. 

Rowell has previously worked at UK supermarket chain Sainsbury's – leading its advertising operations and Nectar Card loyalty programme – alongside stints at Spillers, PepsiCo, Carphone Warehouse and McDonald's.

He will be based at the company's head office in Melbourne, and will coordinate all of its marketing activities, with the broad aim of boosting growth levels around the world. 
Lonely Planet's acting chief executive officer Stephen Palmer said: “We have secured a creative marketing talent, who will bring rigorous analytical focus and good commercial acumen to Lonely Planet.” 

“Our regional marketing teams will work closely with Dominic to develop aligned global and regional marketing campaigns to deliver success.”

Data sourced from M&M Global; additional content by WARC staff