Frito-Lay’s promotion this week of two marketing execs lays the groundwork for more account-specific marketing and tighter integration of all brand communications.
Frito-Lay named Lora DeVuono group VP-brand marketing and advertising, overseeing advertising, packaging, promotions and health and wellness initiatives. She had been VP-advertising and communications.
Plano, TX-based Frito-Lay also promoted Jaya Kumar to group VP-insights, innovation and shopper marketing, responsible for product innovation, shopper and retailer research, and retail and regional marketing. He had been VP-consumer strategy, insights and growth.
The promotions signal Frito-Lay’s increasing emphasis on retail marketing, setting strategy based on shopper and retailer needs.
“We have two highly talented consumer products goods marketers leading our critical initiatives to accelerate growth by better meeting the needs of our consumers and customers,” said Frito-Lay CEO Irene Rosenfeld in a statement.
