General Mills has hired MillerCoors marketing executive Jackie Woodward for the newly created position of VP-global media. She will oversee all paid, owned and earned marketing efforts to "drive high-impact media plans" for the packaged food giant, according to General Mills.
As VP-marketing connections at MillerCoors, Ms. Woodward oversaw media, digital, sports and entertainment marketing, as well as licensing and agency partnership development. She joined Miller in 2006 from McDonald's, and became VP-marketing services for MillerCoors in 2008 after Miller and Coors merged.
At General Mills, Ms. Woodward will oversee some of the duties previously handled by former VP-advertising and media Doug Moore, who left the company last year. Ms. Woodward will have "direct accountability for all paid, earned, owned and social media" at General Mills a spokeswoman said.
She will report directly to General Mills' senior VP-chief marketing officer Mark Addicks. "Jackie's expertise and breadth of experience in the food and beverage industry will be an invaluable asset to General Mills," Mr. Addicks said in a statement. "We're confident this addition to our team will enable us to further advance our global media capabilities and drive rapid adoption of media strategies across our … businesses and key international markets."
General Mills is the nation's 44th largest advertiser, spending $894.2 million last year in the U.S., according to the Ad Age DataCenter. MillerCoors ranks 45th, at $893.9 million. But because MillerCoors only operates in the U.S., Ms. Woodward's new job will give her the chance to oversee global media.
MillerCoors did not immediately name a replacement for Ms. Woodward. In a memo sent to MillerCoors employees, Chief Marketing Officer Andy England said that "Jackie has been instrumental in evolving our alliance marketing strategy; helping us smartly navigate a fast-changing media landscape; developing a smarter, more effective way to use agency resources; and understand how best to use the technology and platforms of the digital and social media world to better connect with our beer drinkers."
He stated that Stevie Benjamin, senior director of media and digital services; Kim Courtney, director of business affairs; and Adam Dettman, director of sports and entertainment marketing, "will report directly to me until further notice."
Ms. Woodward's departure follows other recent changes in MillerCoors executive ranks. Last week, the company announced that Nehl Horton, the company's chief public affairs and communications officer, was leaving for a senior role at an unidentified company. He will be replaced by Pete Marino, the company's former VP-communications.