Utz Brands Taps Jennifer Bentz for Marketing and Insights Role
Utz Brands has appointed former Clif Bar exec Jennifer Bentz its new executive vice president of insights, innovation and marketing services. Bentz will report to Utz CEO Howard Friedman.
In this new role, Bentz will focus efforts on building out Utz’s e-commerce and digital marketing capabilities, particularly as it aims to increase market share opportunities in the salty snack category.
Bentz brings over 30 years of marketing experience to the role, having most recently served as EVP, applied technology and insights at Clif Bar & Co. During her time at Clif, Bentz led a cross-functional team in taking charge of data-driven innovation processes and leaning on consumer insights to inform marketing strategies.
During this time, Bentz was also instrumental in leveling up the company’s personalization and product development efforts, building a customer analytics capability fueled by consumer insights and first-party data.
Prior to joining Clif, Bentz served as chief client officer at Mintel, along with stints in senior marketing leadership roles at Tyson Foods and Kraft Foods.
Utz – which includes brands such as On the Border, Chips & Dips, Golden Flake, and Zapp’s in its portfolio – has operated in growth mode for some time now, and has recently worked to branch further into user-generated content across its social media platforms while also extending its marketing voice to consumers through the use of advanced targeting and increased ad spend.
“I believe that Jen's influential leadership, strategic agility, and drive for results make her an excellent fit for Utz,” shared Friedman. “Her expertise in insights, innovation, and marketing services will be instrumental in propelling our growth and enhancing our understanding of consumers, and it’s a privilege to have Jen join our team.”
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