Pura appoints Katie Morris as new sales director

Following expansion into the US, eco-friendly baby brand Pura has appointed Katie Morris as Sales Director to oversee its global sales strategy and continued growth.

The North West based disruptor brand, which launched in 2020, provides parents with wipes and nappies that are high quality, better for the planet and affordable too.

Launching in 2020, the parent-led start-up has quickly advanced from an online-only business to having a major presence in UK retailers and made its US debut in Walmart in July.

Formerly Commercial Strategy, RGM and Sales Operations Director at Johnson & Johnson and Kenvue, Katie brings strategic and operational strengths to the Purasenior team and an ambition to grow the brand’s international sales further.

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Katie boasts more than 15 years’ experience at Waitrose, Fox’s Biscuits, PepsiCo and latterly at Johnson & Johnson where she directed the commercial strategy team for their UK business.  

During her time at J&J Katie lead the Aveeno Baby UK launch, managed customer accounts across high street, pharmacy and grocery channels before leading the Zarbees new brand launch and focusing the business to deliver best in class brand execution across the portfolio. 

She now brings her customer-first approach to Pura at a time when the award-winning brand seeks to increase its retail distribution both in the UK and in the US.  

Commenting on her appointment Katie said: “I’m thrilled to join Pura and I’m looking forward to building on the brand’s success in the UK and the US. As a mum of two, I also welcome the opportunity to play my part in helping reduce the impact baby care has been having on the planet.”

Guy Fennell, Pura founder and CEO said: “We’re delighted to welcome Katie to the Pura team. Katie’s appointment comes at a crucial time for Pura as we rapidly expand both in the UK and internationally. Katie brings extensive experience, and we are certain that she will help us to further strengthen our position in the global marketplace.” 

Outside of work, Katie is a busy mum of two who enjoys yoga and spending time on family walks.


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