Kraft Foods Names CMO
NORTHFIELD, Ill. -- Kraft Foods Inc. here has named 21-year company veteran Mary Beth West e.v.p./c.m.o. Most recently, West had been group v.p./Kraft Foods and president, North America Beverages, overseeing both coffee and refreshment beverage brands.
"Mary Beth brings to the CMO role a consumer-centric approach to business challenges, a passion for breakthrough marketing, and a long track record of success in building Kraft brands," said Irene Rosenfeld, Kraft chairman and c.e.o.
In her new role, West, who will be based at Kraft's Northfield headquarters, will report to Rosenfeld and become a member of Kraft's executive team. As CMO, she is responsible for consumer insights and strategy, integrated marketing communications, consumer services, and sustainability. West also will oversee the Tassimo hot beverage business on a global basis.
Most recently, West engineered the switch to 100 percent Arabica coffee beans in a consumer-preferred package on the Maxwell House brand. West guided Kraft's powdered beverages to a nearly 9 percent annual growth rate with double-digit gains in the "on the go" single-serve, drink stick category because of continued innovations, such as adding functional benefits like antioxidants. She also helped revitalize the Tassimo brand domestically.
During her Kraft career, West has held a number of key marketing and business management positions, including group v.p./president, U.S. grocery sector; s.v.p./g.m., meals division; v.p./marketing and consumer promotions; v.p./business development North America; and category business director, Jell-O gelatin. She began her career as associate product manager on Maxwell House coffee in 1986.
West has an MBA in marketing from Columbia University and a BS in management from Nazareth College of Rochester. She currently serves on the board of directors for J.C. Penney Co., Inc. and is a member of the Executive Leadership Council.
"Mary Beth brings to the CMO role a consumer-centric approach to business challenges, a passion for breakthrough marketing, and a long track record of success in building Kraft brands," said Irene Rosenfeld, Kraft chairman and c.e.o.
In her new role, West, who will be based at Kraft's Northfield headquarters, will report to Rosenfeld and become a member of Kraft's executive team. As CMO, she is responsible for consumer insights and strategy, integrated marketing communications, consumer services, and sustainability. West also will oversee the Tassimo hot beverage business on a global basis.
Most recently, West engineered the switch to 100 percent Arabica coffee beans in a consumer-preferred package on the Maxwell House brand. West guided Kraft's powdered beverages to a nearly 9 percent annual growth rate with double-digit gains in the "on the go" single-serve, drink stick category because of continued innovations, such as adding functional benefits like antioxidants. She also helped revitalize the Tassimo brand domestically.
During her Kraft career, West has held a number of key marketing and business management positions, including group v.p./president, U.S. grocery sector; s.v.p./g.m., meals division; v.p./marketing and consumer promotions; v.p./business development North America; and category business director, Jell-O gelatin. She began her career as associate product manager on Maxwell House coffee in 1986.
West has an MBA in marketing from Columbia University and a BS in management from Nazareth College of Rochester. She currently serves on the board of directors for J.C. Penney Co., Inc. and is a member of the Executive Leadership Council.