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Campbell Soup Company(NYSE:CPB) today appointed Michael Senackerib to the newly created role of Chief Marketing Officer, reporting directly to Campbell’s President and Chief Executive Officer Denise Morrison. Senackerib, 47, will lead Campbell’s marketing function, including marketing services, global advertising, design, media, digital marketing and consumer and customer insights.
“World class marketing is critical to Campbell’s success as we seek to drive sustainable, profitable net sales growth and deliver meaningful innovation. This role is a natural next step for Campbell as we put the consumer at the center of everything we do for our iconic brands,” said Morrison. “Mike brings extensive knowledge in two of Campbell’s core categories and has deep experience running consumer-focused businesses. His marketing expertise and business acumen make him the right leader for our marketing organization and complements our talented team.”
Senackerib was most recently Senior Vice President and Chief Marketing Officer at the Hertz Corporation where he held global responsibility for brand and digital marketing, pricing and yield management across all divisions. As chief marketer, he led product management, market research, CRM, and travel partnership marketing. During his tenure, Senackerib enhanced Hertz’s marketing capabilities and achieved significant revenue growth plus strong profit improvement. Additionally, Senackerib created a customer experience team to improve customer satisfaction and web site conversion, while accelerating revenue growth among high priority customer targets such as young renters. He updated the Hertz brand with new branding and advertising supported by an optimized marketing mix.
Senackerib has held marketing and general management roles of increasing responsibility in the food industry, including at Campbell. He led Kraft’s $3.8 billion biscuit portfolio, global snacks sector and the direct store delivery business and also served as Executive Vice President of Nabisco’s $1.2 billion salted snack division. From 1992 to 1996, Senackerib held several key marketing roles in Campbell’s U.S. Soup business.