US: Senackerib returns to Campbell in new marketing role

By Katy Askew | 1 November 2012

Campbell names industry veteran CMO

Campbell names industry veteran CMO

Campbell Soup Co. has hired former executive Michael Senackerib in a new role of chief marketing officer.

Campbell said it hopes the appointment of Senackerib to the newly-created position of chief marketing officer will improve its marketing capabilities.

"World class marketing is critical to Campbell's success as we seek to drive sustainable, profitable net sales growth and deliver meaningful innovation. This role is a natural next step for Campbell as we put the consumer at the center of everything we do for our iconic brands," CEO Denise Morrison said.

Senackerib will oversee Campbell's global marketing functions, reporting directly to Morrison.

Most recently, Senackerib served as SVP and chief marketing officer at Heinz where he held global responsibility for brand and digital marketing, pricing and yield management across all divisions. Previously, he held marketing positions with various companies including Kraft Foods and Campbell.

Show the press release

CAMDEN, N.J.--(BUSINESS WIRE)--

Campbell Soup Company (CPB) today appointed Michael Senackerib to the newly created role of Chief Marketing Officer, reporting directly to Campbell's President and Chief Executive Officer Denise Morrison. Senackerib, 47, will lead Campbell's marketing function, including marketing services, global advertising, design, media, digital marketing and consumer and customer insights.

"World class marketing is critical to Campbell's success as we seek to drive sustainable, profitable net sales growth and deliver meaningful innovation. This role is a natural next step for Campbell as we put the consumer at the center of everything we do for our iconic brands," said Morrison. "Mike brings extensive knowledge in two of Campbell's core categories and has deep experience running consumer-focused businesses. His marketing expertise and business acumen make him the right leader for our marketing organization and complements our talented team."

Senackerib was most recently Senior Vice President and Chief Marketing Officer at the Hertz Corporation where he held global responsibility for brand and digital marketing, pricing and yield management across all divisions. As chief marketer, he led product management, market research, CRM, and travel partnership marketing.

During his tenure, Senackerib enhanced Hertz's marketing capabilities and achieved significant revenue growth plus strong profit improvement. Additionally, Senackerib created a customer experience team to improve customer satisfaction and web site conversion, while accelerating revenue growth among high priority customer targets such as young renters. He updated the Hertz brand with new branding and advertising supported by an optimized marketing mix.

Senackerib has held marketing and general management roles of increasing responsibility in the food industry, including at Campbell. He led Kraft's $3.8 billion biscuit portfolio, global snacks sector and the direct store delivery business and also served as Executive Vice President of Nabisco's $1.2 billion salted snack division.

From 1992 to 1996, Senackerib held several key marketing roles in Campbell's U.S. Soup business. "I'm excited to return to Campbell and its portfolio of iconic brands, particularly as the company is increasing its focus on consumer trends, reinvigorating its brand building and delivering accelerated innovation," said Senackerib. "I look forward to leading Campbell's marketing function to engage with our consumers around the world." Senackerib earned his bachelor of arts degree from Lafayette College and his M.B.A. from Columbia University. He serves on the board of directors of Community FoodBank of New Jersey and is a past board member of Navigation Solutions, LLC, the Snack Food Association and the Biscuit and Cracker Manufacturing Association.

About Campbell Soup Company Campbell Soup Company is a manufacturer and marketer of high-quality foods and simple meals, including soup and sauces, baked snacks and healthy beverages. Founded in 1869, the company has a portfolio of market-leading brands, including "Campbell's," "Pepperidge Farm," "Arnott's," "V8" and "Bolthouse Farms." Through its corporate social responsibility program, the company strives to make a positive impact in the workplace, in the marketplace and in the communities in which it operates. Campbell is a member of the Standard & Poor's 500 and the Dow Jones Sustainability Indexes. For more information, visit www.campbellsoup.com.

Original source: Campbell Soup Co

Sectors: Advertising & labelling, Bakery, Canned food, Chilled foods, Snacks

Companies: Campbell Soup Co., Heinz

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