Baker Interstate Bakeries Corporation has announced that Richard C Seban has been appointed as its chief marketing officer.

Seban is a veteran executive in the consumer packaged goods field, with 30 years experience in sales, marketing and new product development, the company said.  The appointment comes at a time when IBC is reinvigorating product development and reenergizing sales and marketing by placing a premium on speed, focus and innovation, it said.

Most recently, Seban was president and chief operating officer of Canadian seafood company High Liner Foods. From 1983 to 1995, he held several positions at Sara Lee Bakery, including serving as vice president of customer marketing.

Jacques Roizen, a director with Alvarez & Marsal who has been serving as interim chief marketing officer at IBC, will move into the position of executive vice president of marketing.

"Rich Seban has an excellent sales and marketing background, a superb reputation and strong relationships in the retail and wholesale trade," said Tony Alvarez, chief executive officer of IBC.  "IBC's future depends on building a strong marketing platform that ensures that our products resonate in the marketplace, with both retailers and consumers alike.  Rich's depth of experience will enable us to continue to build a solid platform for long-term growth and success."