Mondelez has separated e-commerce from marketing following the departure of Bonin Bough, hiring a global head of e-commerce and a global head of media and digital.
It marks a departure from the strategy in place just a few months earlier. Under the ‘chief media and e-commerce officer' title, Bough reported directly to chief marketing officer Dana Anderson and had a wide-ranging remit which saw him seek out the growth opportunities across both divisions.
Now, Jeff Jarrett has been named vice president and global head of e-commerce and will report directly to chief growth officer Tim Cofer.
It speaks to the value Mondelez is placing on direct-to-consumer channels. The global e-commerce team will be responsible for revenue, margin and operations and consequently the sole accountability of e-commerce strategy and P&L will, said Mondelez, “enable speed and agility with cohesive leadership, better integration and efficiency".
Jarrett has joined from Kimberly-Clarke, where he built its $1bn global e-business - a target Mondelez is aiming for.
“We’re thrilled to have Jeff Jarrett join us to drive our e-commerce agenda. As consumption patterns change and retail expands online, e-commerce is a key priority and growth pillar for us,” said Cofer.
“Our goal is to build an industry-leading e-commerce snacks business, targeting at least $1bn in revenue by 2020. We’ve made strong progress on our agenda this year and continue to invest in capabilities and talent to fuel further growth.”
Fulfilling the second half of Bough’s role is Bob Rupczynski, who has been appointed vice president and head of global media and digital. He previously served at The Kraft Heinz Company where he was vice president for media, data and CRM.
Rupczynski reports to Dana Anderson who said she was “delighted” that he would lead the global media team.
“As part of our growth strategy, we’ve made significant strides in delivering world-class media strategy and execution, shifting more of our investments to where our consumers are – online,” she said.
“Bob’s experience and expertise will be key in our journey towards enhancing the effectiveness of our marketing spend – enabling us to get great creative work in the right place, at the right time, for the best price, in markets all around the world”.
Under Bough, Mondelez set itself the ambition of getting up to 10% of its global media investments to break even or turn a profit by 2020.
It has inked a number of third-party party deals with the likes of Fox and Buzzfeed to co-create and run its content.