Weight Watchers has appointed Gail Tifford as chief brand officer to oversee the future of the diet company.
Tifford joins from Unilever where she helped map the company’s digital roadmap as vice president of both media in North America and global digital innovation.
She will be responsible for ensuring the brand speaks in a single voice across its physical and digital presences, reporting in to chief executive Mindy Grossman.
Weighing in on the hire, Tifford said: “I am thrilled to join the dynamic team at Weight Watchers and work on a global brand with a clear purpose and impact. The company is at a pivotal moment to form deeper, more meaningful connections with individuals and communities.
“With the brand's rich heritage, I look forward to being part of a movement that encourages individuals to see Weight Watchers as their lifelong partner in health and wellness and makes the magic of the Weight Watchers community inclusive for all."
Grossman said there was an “incredible opportunity to elevate the brand and make WW more meaningful to today's world”.
To date, the brand has weighed heavily on celebrity endorsements. Emma Wills, influence and advocacy director at PrettyGreen, weighed in on the effectiveness of the DJ Khaled tie up earlier this year.