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.