Kraft Heinz names new chief growth officer

Identify: Diana Frost

New title: Chief development officer, North America Zone

Earlier title: Head of North America disruption and Canada chief advertising and marketing officer

In her new function, Frost shall be in control of the place advertising and marketing and innovation intersect for the corporate’s largest geographic phase. She’s going to oversee The Kitchen, Kraft Heinz’s in-house advertising and marketing company, and handle the corporate’s digital, personalization and paid media groups. She can even work towards rising the corporate’s inside innovation engine.

Frost has been with Kraft Heinz for 2 years, beforehand serving as its chief development officer for the Canada division after which head of North America disruption and chief advertising and marketing officer for Canada. She got here to Kraft Heinz after 12 years at Mars, the place she held a number of management roles in advertising and marketing and innovation. Earlier than that, she labored at PepsiCo.

“Since day one at Kraft Heinz, Diana’s experience in disruptive innovation, ESG and M&A have been an asset throughout the group — and her dedication to activating agility at scale has rapidly reworked the best way we work,” Carlos Abrams-Rivera, Kraft Heinz govt vp and president of North America, stated in a written assertion.

Headshot of Diana Frost

Diana Frost

Courtesy of Kraft Heinz


In her earlier function, Frost labored deeply within the Kraft Heinz three way partnership with NotCo, which is utilizing its synthetic intelligence know-how to create co-branded plant-based merchandise that shall be manufactured made with the CPG big’s scale. Gadgets from this three way partnership are slated to hit shops later this yr.

Within the final two years, Kraft Heinz has utterly redefined its technique, focusing extra on what shoppers want and the way they work together with its merchandise. In an interview with AdAge about her new function, Frost stated Kraft Heinz is working to shatter the expectation that massive CPGs transfer slowly with regards to innovation. Progress, she instructed the publication, is intrinsically tied to innovation, which is an enormous a part of advertising and marketing.

“We’re taking a look at innovation throughout the board,” she instructed the publication. “And it is past simply product — it’s enterprise mannequin and experiences. And it is also throughout renovation, line extensions and disruption. After which that ties hand-in-hand with creativity, and being shopper obsessed. We discuss communication on the velocity of tradition, and creating participating personalised experiences, and leveraging information to drive model relevance in our iconic manufacturers.”

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