Simms began her career at Superior Coffee in 1991, where she held several positions of increasing responsibility including divisional marketing manager for the Midwest, the company’s largest region. She was then named marketing manager for the route channel for this Sara Lee division, where she supported the company’s 135 routes.
Moving over to foodservice in 2004, Simms developed solution-based beverage programs for new and existing accounts. She was promoted to senior manager, customer beverage innovation, in 2005, responsible for developing a beverage platform for national accounts.
“Christine’s extensive background in foodservice beverages encompasses all the marketing channels we serve. The depth and breadth of her experience will enable us to fine tune our strategies to better serve existing customers and to attract new ones,” said Dennis Riley, president and chief executive officer in a prepared statement.
Simms has her MBA in marketing management from Lake Forest Graduate School of Management, Lake Forest, Ill., and her undergraduate degree from Drake University in Des Moines, Ia. She resides in Chicago.