British master papermaker James Cropper has bolstered its marketing function with the appointment of Richard Bracewell as its new marketing director. Bracewell brings a wealth of senior experience to the speciality paper manufacturer, having held a variety of marketing leadership positions at Shell International during a 20-year career.

Bracewell’s roles at the energy company included developing and leading a global automotive servicing business, head of marketing for branded motor oils, and head of global sponsorships. 

The new appointment signals James Cropper’s commitment to delivering a market leading product and service offer. Bracewell will oversee the marketing strategy and will play a fundamental role in accelerating the team to meet its objective of continued, sustainable growth.

Commenting on his appointment, Bracewell said that "I join the business at an extremely exciting time as we increase our focus on developing new and innovative tailor-made products for our customers worldwide. I look forward to contributing to James Cropper’s continued success." 

Bracewell’s appointment follows the successful launch of CupCycling™ by James Cropper. The company now holds the technology to ‘upcycle’ used coffee cups and turn them into luxurious papers for packaging, creative design, and print. This world-first for recycling will form a major part in an exciting portfolio of projects planned for 2018.

Steve Adams, managing director at James Cropper, said that "bringing Richard on board comes as James Cropper moves into a new era and we’re confident that he brings with him the expertise required to carry out such a vital role. I look forward to working alongside him as we continue our brand journey."