News Briefs

While retailer partnerships are undoubtedly valuable for consumer goods companies looking to get closer to the consumer, that value is often difficult to measure, particularly across social channels in regards to marketing investment. PepsiCo is one CPG company that is currently bridging that data gap. 

PepsiCo is an early partner of a new SaaS solution called Ansa, provided by Meta Platforms, Inc. and powered by IRI. The technology allows companies to access brand- and product-level sales results for shopper marketing campaigns. 

• Read also: PepsiCo Building Out Pepviz Data Science Practice

According to Stephani Pegler, e-commerce marketing director at PepsiCo, measuring the impact of incremental omnichannel sales for retailer-specific social media investments has been a longstanding challenge across the industry. 

Through the new technology, however, PepsiCo can tap into proprietary analytics support across SKU-levels and retailer-specific campaigns. Among the capabilities are automated targeting, optimization, and measurement for store-level sales for campaigns launched on Facebook and Instagram.

“The measurement partnership between Meta and IRI enables PepsiCo to understand how its retailer-specific Meta campaigns drive omnichannel sales,” said Pegler in a statement. “This is critically important for informing how to most effectively plan and optimize Meta buys as part of our media mix.”

Additional functionality includes hyper-local targeting recommendations and optimization based on customizable campaign parameters. The technology also leverages control testing to determine sales lift from the campaign.

“Nearly two-thirds of CPG and retailer shopper marketers utilize Instagram and Facebook to drive category and brand sales,'' said Jennifer Pelino, executive vice president, Global Media Solutions for IRI. “Ansa will enable marketers to reach shoppers on Meta’s platforms in a data-enabled way that is more cost-effective, flexible and scalable than ever before. It will allow them to reach the right people at the right time in their shopper journey, and make it easier for them to buy online and in stores.”

Veeral Shah has been named chief e-commerce and digital officer for Nestlé USA, a new role for the company. 

Shah shared the news in a LinkedIn post and indicated in a message to CGT that the move aligns with the company’s previously announced plans to further invest in its e-commerce and consumer data capabilities.   

As part of its strategy, Nestlé intends to grow e-commerce to represent a quarter of its total sales, double its consumer data records, and leverage predictive analytics to improve consumer lifetime value and identify innovation opportunities.   

Most recently VP of commercial strategy and development at Nestlé, Shah has also held roles at Campbell Soup Company, Johnson & Johnson, Kellogg’s, and Accenture.  

“I have always aspired to have a voice on a C-suite level executive leadership team and to achieve this at the world's largest CPG company is truly humbling,” Shah posted on LinkedIn. “Since joining Nestlé four years ago, I have been blown away by the culture, leadership, and people I get to work with everyday. With this newly created position, Nestlé once again confirms its commitment to stay ahead of the curve in the e-commerce and digital space.” 

• See also: How Nestlé Gets Close to the Voice of the Consumer

Mondelēz International is investing in its cybersecurity and digital workplace services. 

The No. 17 publicly owned consumer goods company has teamed with HCL Technologies as part of a multi-year contract. To support its hybrid workplace model, Mondelēz leveraged HCLTech’s BigFix platform to automate the discovery and remediation of potential vulnerabilities. This is designed to ensure all endpoints are continuously secured and compliant.

Automation and artificial intelligence are expected to provide an intuitive, on-demand personalized user experience and accelerated issue resolution to Mondelez’s 110,000-plus employees across 79 countries. 

Punit Jain, CTO AMEA, global digital workplace lead at Mondelēz International, said the partnership will enable the food company to leverage the power of intelligence automation to drive growth and enhance the employee experience. 

"The world of work continues to change, so delivering a great employee experience is vital,” Jain noted. “Having productive and happy employees means we continue to delight our customers. Therefore, we must proactively maintain and manage our digital workplace environment.”

Tyson Foods has named Coca-Cola’s chief marketing officer, Melanie Boulden, as their new EVP and chief growth officer. Boulden will take up the role starting February 6, 2023. 

With this new appointment, Boulden will oversee Tyson’s complete global marketing strategy and execution process, with a particular focus on accelerating growth across the company’s portfolio of brands. This will include all aspects of consumer and corporate branding, R&D, marketing and communications, and customer analytics.

[Related: Tyson Shifts to Programmatic Approach to Tackle Production Challenges] 

Boulden has over 20 years of experience in the consumer and packaged goods marketing space, having most recently worked as Coca-Cola North America’s chief marketing officer, handling a portfolio which also included Sprite, Smartwater, and Minute Maid.

Prior to this, Boulden worked as Coca-Cola’s president of the still beverages business unit. Boulden also served at Reebok – working as the sporting brand’s global head of marketing and brand management – as well as in a variety of marketing positions at Crayola, Kraft Foods and Henkel Consumer Goods.

Commenting on the news, Boulden said: “As Tyson Foods continues on its strong growth trajectory as a global food leader, I am pleased to be in a role where I will help drive the long-term growth of the company's broad portfolio of products and iconic brands.” 

The Ferrero Group will acquire Wells Enterprises, owner of such brands as Blue Bunny, Blue Ribbon Classics, Bomb Pop and Halo Top. 

Ferrero counts such brands as Nutella, Kinder, Tic Tac and Ferrero Rocher in its portfolio, and the deal furthers its strategy to grow its presence within the ice cream category. 

Both are family-owned companies, and terms of the deal weren’t disclosed. Wells will remain a stand-alone business with offices in Le Mars, Iowa, and production operations in Le Mars; Henderson, Nev.; and Dunkirk, New York. 

• See also: Ferrero Taps Todd Siwak To Lead North America Expansion

After the transaction closes, which is expected to complete in early 2023, CEO and chief engagement officer Mike Wells will serve as an adviser to support the transition “and maintain his active role in the Le Mars community,” according to a statement. Liam Killeen, currently president of Well, will be named CEO, and the rest of the existing leadership team will remain in place.

“We are a 100-year-old company focused on adapting for the next 100 years,” said Wells in a statement. “Ferrero is a likeminded company with a commitment to providing high-quality, premium sweet-packaged food products that bring joy to consumers around the world. This acquisition puts the business in the best possible hands, and I look forward to supporting the entire Wells team and Ferrero with the transition.”

Keurig Dr Pepper will bring on Dr. Karin Rotem-Wildeman as its new chief R&D officer, where she’ll lead product development, packaging innovation, flavor technology, and associated R&D capabilities. 

Most recently chief scientific officer at LiveKindly Collective, Rotem-Wildman has more than two decades of leadership experience in product innovation and commercialization for both global food and beverage companies and start-ups. She also previously served as global head of R&D at Godiva Chocolatier and spent 18 years with PepsiCo in global R&D leadership roles across beverages and food, including as senior VP, beverage regional R&D. 

While at PepsiCo, Rotem-Wildeman led innovation into emerging white spaces and renovation in core categories, and she oversaw work in process development, strategy and portfolio management, and venture capital investment. 

• See also: Keurig Dr Pepper Restructures Supply Chain Org

She began her career in research engineering in the food service division of Nestlé.

Rotem-Wildeman will report to Bob Gamgort, KDP CEO and chairman, beginning Jan. 9, 2023, and succeeds the retiring David Thomas. 

"Karin is an accomplished R&D leader and CPG executive with a proven track record in concept-to-shelf innovation across multiple product categories,” said Gamgort. “I look forward to working with her as we continue to deliver against our vision to meet every beverage need."