Ad-Viewability Maven Julie Fleischer Is Leaving Kraft Heinz

She Is the Latest Top Marketer to Leave the Company in Wake of Cost Cuts

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Julie Fleischer speaking at the Ad Age Digital Conference.
Julie Fleischer speaking at the Ad Age Digital Conference. Credit: Patrick Butler

Kraft Heinz media executive Julie Fleischer -- known for taking on the "crisis" in digital ad viewability -- is leaving the food giant, Ad Age has learned.

Ms. Fleischer, whose title is senior director for data, content and media, is the latest high-ranking marketing executive to leave the company in the wake of cost cutting moves that have followed the merger earlier this year of Kraft Foods Group and H.J. Heinz.

Ms. Fleischer communicated her departure in an email to agency partners, saying, "I have loved my time here, but I am ready and eager to move on and build things." She added: "I am so proud of what we've built and the way we have worked to change the industry."

Ms. Fleischer declined to comment to Ad Age, including about her future plans. A Kraft Heinz spokesman declined to comment.

Ms. Fleischer is known for taking a hard stance on ad-viewability standards. "It's unbelievable that in 2015 our industry is still talking about viewability and setting targets as low as 70%," she wrote in an article published in Ad Age earlier this year, in which she described the situation as a "crisis." She added that "digital publishers can and must do better."

The merger of Kraft Foods Group and H.J. Heinz Co. was orchestrated by Warren Buffett's Berkshire Hathaway and 3G Capital, which has a reputation for streamlining operations and cutting headcount. At Kraft Heinz, the new management has implemented sweeping cost controls, including eliminating 2,500 jobs across the U.S. and Canada, or more than 5% of its total workforce. That followed an earlier move to eliminate several top-level marketing positions.

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