DALLAS -- As it looks to expand the sales of its portfolio of brands, one of LALA USA's priorities is for customer penetration, interaction and engagement. To support this effort, its "one voice to the customer" approach is beginning to take shape by creating channel and customer segmentation to focus on the markets in which it wants to deliver its brands. To that end, LALA USA has announce the addition of Brad Heetland as the leader of a newly formed small-format channels team.
He will report to Ken Wilcox, vice president of national and strategic accounts for the Dallas-based [image-nocss] maker of dairy products including milk (regular and lactose free), yogurt, drinkable yogurt smoothies and probiotics, sour cream and cheese (Panela, Oaxaca, mozzerella, Cotija and quesadilla).
Heetland is "imminently qualified to lead our organized foray into the convenience and gas, chain drug and dollar/discount channels," said Wilcox. "His primary focus will be accelerating growth in the immediate consumption channels, strengthening the strategic alignment between our respective business units, and implementing marketing programs designed to grow our business in these growing retail segments."
Brad joins LALA USA from Kraft Foods North America, where he spent more than 20 years in a variety of roles within the small-format channels. Most recently, he served as the region vice president of national accounts for the convenience store segment. He also serves on the National Association of Convenience Stores (NACS) Supplier Board of Directors and was chairman in 2009.
"His relationships in the industry run deep and are critical as we break into these channels in a tangibly effective way," added Wilcox.
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