DEERFIELD, Ill. -- Mondelez International has hired two people with broad experience in consumer packaged goods to lead its media and digital team and its e-commerce business.
The maker of Oreo cookies and Ritz crackers is focused on operating both units more effectively and beefing up its global e-commerce sales revenue.
Bob Rupczynski joined Nov. 8 as vice president and head of global media and digital, moving to Mondelez from food marketer Kraft Heinz Co. Kimberly-Clark's Jeff Jarrett joined Oct. 6 as vice president and global head of e-commerce. The additions come after Bonin Bough, chief media and e-commerce officer, left Mondelez in August.
In the transition, e-commerce has moved out of marketing, with Jarrett reporting directly to Mondelez Chief Growth Officer Tim Cofer. Under Rupczynski, media and digital continues to report to Dana Anderson, senior vice president and chief marketing officer.
Earlier this year, Mondelez announced it is partnering with studios and others on content creation. The company aims to get up to 10% of its global media investments to break even or turn a profit by 2020. It also has been shifting more of its marketing spending to strategic partners, including Facebook, Google and Twitter. Mondelez continues to beef up its online selling efforts, with a goal of hitting at least $1 billion in online revenue by 2020. Through the first six months this year, global e-commerce sales were up more than 30%, Mondelez previously said.
Rupczynski was most recently vice president of media, data and customer relations management (CRM) at Kraft Heinz.
"As part of our growth strategy, we've made significant strides in delivering world-class media strategy and execution, shifting more of our investments to where our consumers are—online," Anderson said in a statement in Advertising Age.
The e-commerce team is now responsible for revenue, margin and operations. "This direct reporting relationship and sole accountability of e-commerce strategy and P&L will enable speed and agility with cohesive leadership, better integration and efficiency," a Mondelez spokesperson told CSP Daily News.
"We're thrilled to have Jeff Jarrett join us to drive our e-commerce agenda," Cofer said in a statement. "As consumption patterns change and retail expands online, e-commerce is a key priority and growth pillar for us."
Jarrett's experience spans 26 years in CPG and digital organizations. At Kimberly-Clark, Jarrett was most recently vice president, global e-commerce and commercial innovation and "was accountable for building a $1 billion global e-business from scratch," according to a Mondelez corporate spokesperson.
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