Gillette Manager Named Welch's CMO

After Launching ProGlide, Matthew Wohl Tries Hand at Jams, Juice

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BATAVIA, Ohio (AdAge.com) -- The man behind the latest razor launch from Gillette will ply his trade in a new field -- grapes -- as Matthew Wohl becomes chief marketing officer of Welch's.

Matt Wohl
Matt Wohl
As general manager of blade and razor systems innovation for Procter & Gamble Co., Mr. Wohl led the launch earlier this year of the latest upgrade to the Fusion line, ProGlide, which added about 6 points to Gillette's already commanding lead in razors to 72% in the four weeks ended Aug. 7, the line's second month on the market.

Mr. Wohl has been a marketer and later general manager with Gillette since 1994, also working on Mach 3 and the initial Fusion launch. He'll remain close to Boston with the move to Welch's headquarters in Concord, Mass.

"We have a compelling story to tell consumers who increasingly want to know where their food comes from and who is growing," Mr. Wohl said in a statement.

"We are excited by the depth of his experience and his proven ability to build world-class brands while balancing with a practical focus on sales," said Brad Irwin, CEO of Welch's Food and a fellow P&G alum.

Welch's is the processing and marketing unit of the National Grape Cooperative, collectively owned by 1,150 Concord and Niagara grape farmers in the U.S. and Ontario, Canada.

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