Mitchell takes charge of branding at WaterWipes

One of Ireland’s most highly-regarded consumer marketers and the former global president for Mars Wrigley’s gum and mints category Orla Mitchell has joined WaterWipes to help guide the Irish company’s pure baby wipes business strategy and brand development. A seasoned confectionery marketer, she worked with Miriam Hughes at Nestle Confectionery before going on to senior roles at Mars food and confectionery brand categories.

Mitchell is also a member of the WaterWipes’ board of directors.

Mitchell was responsible for Mars sauces brands in Europe and globally, including Dolmio and Uncle Ben’s. She went on to handle confectionery brands such as Skittles, Starburst, Tunes and Lockets. While based in Chicago, she was responsible for the global marketing of Mars Wrigley gums and mints portfolio, included Orbit, Extra, Doublemint and Juicy Fruit.

She was also a member of the US, family-owned company’s global leadership team.

WaterWipes was founded by Ed McCloskey of Drogheda-based Irish Breeze, who was looking for a chemical-free solution for his daughter’s nappy rash. After five years of research, he developed a breakthrough water wipe with 99.9 per cent water and fruit extract. WaterWipes became a global success story and category disrupter. McCloskey’s family business owns a host of top grocery brands, not least its flagship, Boyne Valley honey.


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