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Mondelez Hires Two Outsiders in Media and E-commerce Overhaul

By Published on .

Mondelez International hired two outsiders with plenty of consumer packaged goods experience to run its media and digital team and its e-commerce business as the snack maker looks for ways to operate both operations more effectively.

Bob Rupczynski joined Nov. 8 as VP-head of global media and digital, moving over to the snack company from food marketer Kraft Heinz Co. Kimberly-Clark's Jeff Jarrett joined Oct. 6 as VP-global head of e-commerce.

The additions come after Chief Media and E-commerce Officer Bonin Bough left Mondelez in August.

Now, e-commerce has moved out from under the marketing umbrella. Mr. Jarrett reports directly to Mondelez Chief Growth Officer Tim Cofer. Previously, the e-commerce team reported up to Senior VP-Chief Marketing Officer Dana Anderson. Mr. Rupczynski, overseeing media and digital, reports to Ms. Anderson.

Earlier this year, Mondelez announced it is partnering with studios and others on content creation. The company aims to get up to 10% of its global media investments to break even or turn a profit by 2020. It has also been shifting more of its marketing spending to strategic partners including Facebook, Google and Twitter. The maker of Oreo cookies and Ritz crackers continues to beef up its online selling efforts, with a goal of hitting at least $1 billion in online revenue by 2020. Through the first six months this year, global e-commerce sales were up more than 30%, Mondelez previously said.

Bob Rupczynski joined Mondelez as VP-head of global media and digital.
Bob Rupczynski joined Mondelez as VP-head of global media and digital. Credit: Courtesy Mondelez International

Mr. Rupczynski was most recently VP, media, data and CRM at Kraft Heinz. According to Mondelez, his responsibilities at Kraft Heinz included marketing services activities as well as oversight of CRM, consumer insights and data. Kraft Heinz declined to say whether Mr. Rupczynski's role is being filled.

"As part of our growth strategy, we've made significant strides in delivering world-class media strategy and execution, shifting more of our investments to where our consumers are -- online," Ms. Anderson said in a statement. "Bob's experience and expertise will be key in our journey toward enhancing the effectiveness of our marketing spend -- enabling us to get great creative work in the right place, at the right time, for the best price, in markets all around the world."

Jeff Jarrett joined Mondelez as VP-global head of e-commerce.
Jeff Jarrett joined Mondelez as VP-global head of e-commerce. Credit: Courtesy Mondelez International

The e-commerce team Mr. Jarrett leads is now responsible for revenue, margin and operations, Mondelez said. Moving e-commerce under the chief growth officer, rather than keeping it within marketing, shows how Mondelez is trying to better integrate e-commerce into its broader corporate strategy and growth objectives.

"We're thrilled to have Jeff Jarrett join us to drive our e-commerce agenda," Mr. Cofer said in a statement. "As consumption patterns change and retail expands online, e-commerce is a key priority and growth pillar for us."

Mondelez has been beefing up its global e-commerce operations over the past 18 months. The company has been hiring people with strong digital skills and people with experience in online and offline retail.

For example, Amazon's Neil Ackerman joined Mondelez in late 2015 and has built a Seattle-based data and technology team that includes other former Amazonians. In his role as director of e-commerce global supply chain and technical engagement,Mr. Ackerman now reports to Mr. Jarrett.

At Kimberly-Clark, Mr. Jarrett was most recently VP-global e-commerce and commercial innovation, working on developing and leading that marketer's e-commerce efforts. He has not been replaced in that role.

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