Campbell Soup Co. has hired a former car-rental marketer as its first chief marketing officer as the soup giant puts a new focus on consumer insights and digital advertising.
Michael Senackerib, 47, is a former senior VP-CMO at Hertz Corp., where his responsibilities included brand and digital marketing. His appointment marks a return to Campbell, where he held marketing roles from 1992 to 1996. His resume also includes a stint at Kraft Foods, where he led the company's biscuit business. At Campbell, his responsibilities will include marketing services, global advertising, design, media, digital marketing and consumer and customer insights.
"World-class marketing is critical to Campbell's success as we seek to drive sustainable, profitable net sales growth and deliver meaningful innovation. This role is a natural next step for Campbell as we put the consumer at the center of everything we do for our iconic brands," CEO Denise Morrison said in a statement. "Mike brings extensive knowledge in two of Campbell's core categories and has deep experience running consumer-focused businesses."
The appointment comes several months after the company named its first digital marketing and social-media director, Adam Kmiec.
CEO Denise Morrison has made digital media and consumer insights a top priority at the company in hopes of appealing to millennial consumers. The strategy includes a host of new-product launches, including a "Go Soup" line of bold-flavored microwavable soups packaged in pouches; Skillet Sauces; and Jingos, a new cracker brand from Pepperidge Farms that came via a collaboration with the Campbell team in Australia.
Mr. Senackerib, in a statement, said: "I'm excited to return to Campbell and its portfolio of iconic brands, particularly as the company is increasing its focus on consumer trends, reinvigorating its brand building and delivering accelerated innovation."