Dominic Rowell has been named global marketing director for Lonely Planet, a newly created role responsible for coordinating all marketing activities and developing a global brand strategy.

He brings extensive experience in building consumer brands and driving sales in FMCGs and retail, more recently as marketing director of The Carphone Warehouse. He has also worked at Spillers, PepsiCo, Sainsbury’s and McDonald’s.

Rowell will be based at the company’s head office in Melbourne.

Stephen Palmer, acting chief executive of Lonely Planet, says the new role will entail working closely with the company’s regional marketing teams.

There has been much speculation as to what would happen at the travel-publishing house following its sale to BBC Worldwide.

The company’s move into mobile media last month, through a new partnership with Nokia, has been the major source of news out of the company.

Users of Nokia Maps can pay to download maps and city guides for more than 100 tourist locations provided by Lonely Planet.

On the subject of Lonely Planet: ever wanted to get an inside look at the workings of one of the most powerful publishing brands on the planet? Want to know how it dealt with a glaring spelling mistake on the cover of one of its most popular releases?

Check out Marketing Magazine‘s October issue for a full-length Lonely Planet article, written by editor Kylie Flavell. In a candid interview, Tony Wheeler gives Marketing a peek into the world of his brainchild and why everyone is dying to work there.

Marketing October issue on sale 24 September.