Raley’s Hires New Marketing Chief

Deirdre Zimmermann has joined Raley’s Family of Fine Stores as its new SVP of marketing. In her new role, Zimmermann will lead the advertising, marketing and external communications teams to advance the company’s brand.  

“I believe a comprehensive customer-centric approach is imperative for acquisition and retention,” said Zimmerman. “Raley’s has a strong brand in California and Nevada and I am excited to bring my marketing expertise to the grocery industry.”

In tandem with the 122-store W. Sacramento, Calif.-based grocery chain's priority on health and wellness, Zimmerman brings new strategies for brand management and attracting new customers.

“Deirdre’s extensive retail experience and unique perspective will ensure Raley’s is an even more customer centric organization focused on offering healthier choices for our customers at an affordable price,” said Raley's COO Keith Knopf.

With nearly 20 years of retail experience, most recently with White House Black Market, Zimmermann has served as VP of marketing for several specialty retailers, including Brookstone. She has also worked both in-house and for ad agencies representing brands such as Fitigues, Jil Sander, The Field Museum and Talbots.