$3 million supermarket account with a new CMO

Steve’s breakdown: Raley’s is the store and Zimmermann is the CMO. Their creative is fine as you can see in the featured video but I’m not sure it’s working hard enough . . .

WEST SACRAMENTO, CA: Raley’s has named Deirdre Zimmermann  to the role of SVP of marketing, with responsibility for advertising, marketing and external communications teams to advance the company’s brand.

“Deirdre’s extensive retail experience and unique perspective will ensure Raley’s is an even more customer centric organization focused on offering healthier choices for our customers at an affordable price,” said Keith Knopf, COO of the West Sacramento, Calif.-based chain, in a statement.

Zimmermann has 20 years of retail experience, and has served as VP of marketing for specialty retailers including Brookstone and White House Black Market. She has also worked in-house and with ad agencies representing brands including Fitigues, Jil Sander, The Field Museum and Talbots.

“I believe a comprehensive customer-centric approach is imperative for acquisition and retention,” said Zimmermann, in a statement. “Raley’s has a strong brand in California and Nevada and I am excited to bring my marketing expertise to the grocery industry.”


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