"Mary Beth brings to the CMO role a consumer-centric approach to business challenges, a passion for breakthrough marketing, and a long track record of success in building Kraft brands," said Irene Rosenfeld, Kraft chairman and CEO. "She will be an excellent partner as she works with her team to enhance our marketing capabilities and works with our businesses to develop breakthrough marketing programs. I look forward to the contribution she'll make as CMO in helping to restore Kraft to reliable growth."
In her new role, West will report to Rosenfeld and become a member of the Kraft Executive Team. As CMO, she is responsible for Consumer Insights & Strategy, Integrated Marketing Communications, Consumer Services, and Sustainability. West also will oversee the Tassimo hot beverage business on a global basis. She will be based at Kraft's headquarters in Northfield, Ill.
Most recently, West engineered the switch to 100% Arabica coffee beans in a consumer preferred package on the Maxwell House brand. West guided Kraft's powdered beverages to a nearly 9% annual growth rate with double-digit gains in the "On the Go" single-serve, drink stick category because of continued innovations, such as adding functional benefits like antioxidants. She also helped revitalize the Tassimo brand domestically.
During her Kraft career, West has held a number of key marketing and business management positions. She served as group vice president and President, U.S. Grocery Sector; SVP and GM, Meals Division; VP, Marketing & Consumer Promotions; VP, Business Development North America; and category business director, Jell-O gelatin. She began her career as associate product manager on Maxwell House coffee in 1986.
West has an MBA in Marketing from Columbia University (1986) and a BS in Management from Nazareth College of Rochester (1984). She currently serves on the board of directors for J.C. Penney Co. Inc. and is a member of the Executive Leadership Council.
From the November 5, 2007, Prepared Foods e-Flash