CARLO Redwood has left Pepsi Cola and is now head of marketing at LIME Jamaica.

Redwood, a highly rated young marketer, joined the telecommunications firm last week.

It’s another strategic move by LIME to add more firepower in an area that rival firm Digicel has arguably dominated for the better part of the last decade — a major factor which propelled the Denis O’Brien-owned company to the top of the mobile phones market.

Redwood brings more than 15 years of experience in sales and marketing to LIME and joins the brand at a time when it is enjoying some renewed level of interest arising from its slashing of rates to historic lows six months ago.

In his former role as marketing manager for Pepsi Cola Jamaica, Redwood led the successful creation and execution of a number of campaigns including Pepsi Bubbla, the Gatorade Bolt Campaign as well as the recent launch of Ocean Spray Flavour Splash Cranberry Water.

Prior to Pepsi, Redwood spent more than six years at Red Stripe, where he served as group marketing manager and national sales manager. He was instrumental behind numerous campaigns and sponsorship activities there, including Live Red, Red Summer, Red Stripe Reggae Sumfest and Cricket World Cup.

“Carlo has a well-established reputation as a successful steward of global brands and we are confident he is the right candidate for team LIME. His specialist skills in marketing communications combined with his wide-ranging experience will provide the guidance we need as we continue to improve our understanding and interpretation of our customers’ needs. He will head an already-energised and dynamic marketing team and will complement our drive toward delivering value to the Jamaican consumer,” said Garry Sinclair CEO of LIME Jamaica and Cayman Islands.

LIME Chairman Chris Dehring has led an aggressive drive to improve the brand’s image and distance it from the old Cable & Wireless Jamaica monopoly. In January 2012, the company appointed former Red Stripe standout Grace Silvera as vice-president for marketing and communications for LIME’s 13 regional territories.

Strategically, LIME asked Silvera to take extraordinary responsibility for Jamaica, a temporary assignment, while the company searched for a permanent head of marketing for Jamaica.

Silvera and her team launched campaigns mainly aimed at grabbing back share in the mobile market, none bigger than the Talk EZ campaign which accompanied the company’s slashing of rates from $8 a minute to $2.99, two-thirds less than the price charged by its arch-rival at the time — but has since been eclipsed.

According to LIME, the Talk EZ plan attracted 100,000 subscribers in 100 days.

However, the company continues to bleed despite increased revenues.

LIME reported that its mobile revenue climbed by 21 per cent during the three months to September 30, when compared to the corresponding period last year. But the company posted another billion-dollar loss during the quarter that ended September 30, pushing its accumulated losses past $35 billion. The new call tax implemented mid-July and tougher competition in broadband ate away at the company’s revenue.