Molson Coors marketing director Simon Davies is leaving to set up consultancy

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Davies, who started his career at Cadbury, has overseen Carling's 100% British Barley campaign and was one of the strategists behind the industry-wide Project 10 responsible drinking initiative.

He also signed off the roll-out of the i-pint application which was one of the most popular apps for 2008.

Davies said: ‘People will say I'm crazy to be leaving at the top of my game to set up a business in one of the worst recessions in living memory, but I wouldn't be doing it if there wasn't a good reason," he says.

Molson Coors chief executive Mark Hunter said the company had already started looking for a replacement for the board-level position.

Hunter confirms the company is speaking to a number of high-profile candidates to replace Davies on the Molson Coors (UK) board and oversee the £70m marketing budget.