GM Marketing appoints Jonny Burnett as Commercial Director
GM Marketing has appointed Jonny Burnett as Commercial Director, strengthening its senior leadership team as the business continues to grow across Northern Ireland, the Republic of Ireland and Great Britain.
Based at GM Marketing’s head office in Belfast, Jonny joined the company in July 2025 and leads commercial strategy and execution across the business. His remit includes customer relationships, team development, commercial planning, sales performance and helping principals grow their brands through strong execution in market.
Jonny lives in the Four Winds area with his wife Tara and their two children, Ruby and Mason. Family played a key role in the move, with life outside work centred around sport, travel and community activities. Both children play football for Bloomfield FC and are keen Liverpool supporters, while much of the family’s free time is spent at training, matches or kicking a ball around the park together.
At GM Marketing he manages a team of around 24 people spanning national and key account management, field sales across the island of Ireland, and GM Marketing’s data and execution function.
Jonny brings more than two decades of FMCG experience to the role, having built his career across grocery retail, convenience, licensed, foodservice and wholesale channels. Over the years, he has managed major customer relationships including Tesco Ireland, Musgrave and BWG, while developing strong experience across the island of Ireland and GB.
Before joining GM Marketing, Jonny spent 17 years with Britvic, where he held a number of senior commercial roles and developed deep expertise in route-to-market strategy, customer growth and commercial leadership. His experience also includes navigating major market pressures and regulatory change, including sugar tax, DRS, HFSS and the added complexities of Brexit and the Windsor Framework.
‘COMMERCIAL STRENGTH AND LEADERSHIP’
At GM Marketing, Jonny is focused on building a high-performing commercial function rooted in strong relationships, sharper execution and better use of data.
“GM Marketing stood out to me because of its culture, ambition and the opportunity to help shape the next phase of growth. My role is about giving the team clarity, focus and energy,” said Jonny.
“It is about helping people perform at their best, using data to direct effort where it matters most, and making sure we show up in the right way for both our customers and brand partners.
“We want to keep raising the bar in terms of execution, commercial standards and how we build relevance with retailers. At the same time, we want GM to be a place where talented people can develop, enjoy the journey and build meaningful careers.
“I wanted a role where I could really get my teeth into the challenge. GM Marketing is on an exciting journey and there is a real opportunity to grow the business significantly over the next few years. That is hugely motivating.”
Gerard McAdorey, Managing Director of GM Marketing added: “Jonny has brought real commercial strength, energy and leadership to GM Marketing since joining the business.
“He understands the realities of the market, he knows what great execution looks like and he is passionate about developing people and building strong partnerships. He is already making a major contribution, and we are delighted to have him on board.”
