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Paula Sneed to chief marketing officer, Kraft Foods, Northfield, Ill., a new position, from senior VP-marketing services. Also: Barbara Ford to VP-advertising services, from director of advertising. She succeeds Dick Helstein, who is retiring.

Clive MacLean to exec VP-managing director, FCB Direct, Chicago. Also: Scott Grafft to exec VP-strategic planning. Messrs. MacLean and Grafft had shared the title co-managing director.

John Balson to president-chief operating officer, Travel Services International, Delray Beach, Fla. Most recently, he was chief marketing and development officer, Data Broadcasting, Hayward, Calif.

Lee Ann Daly to senior VP-marketing, ESPN, Bristol, Conn., a new position, from VP-advertising and program marketing.

Lynn Tesoro to senior VP-communications and marketing, Polo/ Ralph Lauren Corp., New York, a new position, from VP-public relations. Also: Liz Morris to VP-marketing, also a new position, from senior director-marketing, Lauren's Men's Co. unit

Thomas E. Helling, 42, to VP-advertising sales, The New York Times, New York, from group director-corporate and financial advertising. He succeeds Jyll Holzman, now senior VP-advertising.

Dale Strang, 39, to VP, Ziff-Davis Publishing's Gaming Group, San Francisco, from group publisher, Electronic Gaming Monthly, Expert Gamer and Official U.S. Playstation Magazine. He succeeds Jon Lane, who left the company.

Clint Stinchcomb to VP-national accounts, affiliate sales and marketing, Discovery Networks U.S., Bethesda, Md., from head of western regional sales. Also: John Risinger to VP-southern region, affiliate sales and marketing, from director for the southern region.

Steve Lindecke, 36, to VP-director for client marketing/agency relations, IMG, New York, from VP-athlete representation and recruiting, IMG Winter Sports division. He succeeds Katy O'Neill, who left the company.

Ceril Shagrin to project manager for research and marketing, Univision Communications, Miami, a new position, from VP-market development, Nielsen Media

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