Frito-Lay Names New CMO

Jaya Kumar Was Already Handling Some Chief-Marketer Responsibilities

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NEW YORK (AdAge.com) -- In one week, Frito-Lay North America is getting both a new CEO and chief marketing officer.
Jaya Kumar, who joined Frito-Lay in 2005, has been named chief marketing officer. He came to the company from Kraft Foods.
Jaya Kumar, who joined Frito-Lay in 2005, has been named chief marketing officer. He came to the company from Kraft Foods.

Previously split
New President-CEO Al Carey named Jaya Kumar, 42, to the CMO position yesterday, a role that had been vacant since Stephen Quinn's departure to Wal-Mart Stores last September.

When Mr. Quinn left, the CMO responsibilities were split between Mr. Kumar, who was named group VP-insights, innovation and shopper marketing, and Lora DeVuono, group VP-branding and advertising. Ms. DeVuono resigned last week to spend more time with her family.

'Akward' arrangement
The division of responsibilities between Mr. Kumar, a former Kraft Foods executive who was hired by former CEO and Kraft alum Irene Rosenfeld in 2005, and Ms. DeVuono, a 16-year Frito-Lay veteran, was at best "awkward," according to a person close to Frito-Lay. While there was no doubt Ms. DeVuono was torn between family and job, the source said that the two-headed structure set up a "horse race between the two" executives and made her decision to leave easier.

Calls to Ms. DeVuono's home for comment were not answered at press time.

Seen as outsider
Mr. Kumar was hired by Ms. Rosenfeld, but now, under Mr. Carey, a 25-year Frito veteran who was named CEO on June 26, Mr. Kumar will be seen as the outsider. Ms. DeVuono is expected to work for PepsiCo on a project basis unless Mr. Carey, with whom she has a long-standing relationship, persuades her to return.

Ms. Rosenfeld returned to Kraft to take over the company's CEO position, also on June.
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