Produce Marketing Association’s new CMO
Steve’s breakdown: Considering the plan that the CEO announced last year, this new CMO will have to pump up marketing across the board. Check it out.
NEWARK, DE: One year after challenging the industry to adopt marketing as an elevated priority, Produce Marketing Association President Cathy Burns and CEO Bryan Silbermann announced the hire of Lauren Scott as chief marketing officer.
“Just yesterday, Lauren Scott has joined PMA as chief marketing officer,” Burns said during the State of the Industry address with Silbermann on Oct.. 14.
Burns said Scott comes to PMA with a wealth of consumer package goods experience, including stops at Diageo and PepsiCo. Scott’s LinkedIn profile indicates her most recent position was global marketing director at Diageo; she was marketing and brand director at PepisCo during her employment there from 1999 to 2013.
“(Lauren) is here at Fresh Summit this weekend and I couldn’t be more thrilled,” Burns said.
Scott will help boost demand in the produce and floral departments, according to a news release.
“Earlier this year, the PMA leadership established marketing as a strategic priority to drive the concept of ‘marketing as a discipline’ throughout the industry. Lauren will lead that in two ways,” PMA chairman John Oxford, president and CEO of L&M Cos. Inc., said in the release.
Oxford headed the PMA marketing task force that recommended this path for the association, according to the release.
“First, she will continue to execute on common industry demand creation activities like Eat brighter!, FNV and Fresh Takes,” Oxford said in the release. “Second, she will lead the effort to provide our members with education and tools around consumption-driving marketing.”
Reporting to Burns, Scott will establish and work with a volunteer marketing committee to guide the strategy, according to the release.
“The opportunity to serve such a dynamic industry with incredible growth potential excites me,” Scott said in the release. “Bringing both traditional and innovative marketing strategies to drive PMA members’ product sales to new heights is an opportunity I embrace.”