NORTHFIELD, Ill. -- Kraft Foods Inc. said that Mary Beth West has been appointed executive vice president and chief marketing officer, effective immediately. West, a 21-year Kraft veteran, had been group vice president of Kraft Foods and president, North America beverages, overseeing both coffee and refreshment beverage brands.
"Mary Beth brings to the CMO role a consumer-centric approach to business challenges, a passion for breakthrough marketing, and a long track record of success in building Kraft brands," said Irene Rosenfeld, Kraft Chairman and [image-nocss] CEO. "She will be an excellent partner as she works with her team to enhance our marketing capabilities and works with our businesses to develop breakthrough marketing programs. I look forward to the contribution she'll make as CMO in helping to restore Kraft to reliable growth."
In her new role, West will report to Rosenfeld and become a member of the Kraft Executive Team. As CMO, she is responsible for consumer insights and strategy, integrated marketing communications, consumer services and sustainability. West also will oversee the Tassimo hot beverage business on a global basis.
She will be based at Kraft's headquarters in Northfield, Ill.
Most recently, West engineered the switch to 100% Arabica coffee beans in a consumer preferred package on the Maxwell House brand. West guided Kraft's powdered beverages to a nearly 9% annual growth rate with double-digit gains in the "On the Go" single-serve, drink stick category because of continued innovations, such as adding functional benefits like antioxidants. She also helped revitalize the Tassimo brand domestically.
During her Kraft career, West has held a number of key marketing and business management positions. She served as group vice president and president, U.S. grocery sector; senior vice president and general manager of the meals division; vice president of marketing and consumer promotions; vice president of business development for North America; and category business director of Jell-O gelatin. She began her career as associate product manager on Maxwell House coffee in 1986.
Kraft Foods is one of the world's largest food and beverage companies, with annual revenues of more than $34 billion. Brands include Kraft cheeses, dinners and dressings; Oscar Mayer meats; Philadelphia cream cheese; Post cereals; Nabisco cookies and crackers; Jacobs coffees and Milka chocolates.
Members help make our journalism possible. Become a CSP member today and unlock exclusive benefits, including unlimited access to all of our content. Sign up here.