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Former Weight Watchers CMO Maurice Herrera joins SodaStream

Former Weight Watchers CMO Maurice Herrera bubbles up at SodaStream

Carbonated drink manufacturer SodaStream has turned to former Weight Watchers chief marketing officer Maurice Herrera to lead its own US marketing in the wake of its planned $3.2bn sale to PepsiCo.

Herrera is believed to have begun work as US marketing head earlier this month, although neither Herrera nor SodaStream have commented publicly on the move.

In his previous role at Weight Watchers Herrera was responsible for advertising, digital, social media, CRM and PR, a skillset which will stand him in good stead for his new duties.

According to Herrera’s LinkedIn page, he left Weight Watchers in February, ending his three-year spell at the weight loss firm. Earlier Herrera had served as chief marketing officer of healthy foods company Materne, as well as vice-president of of marketing at Perfetti Van Melle, best known for its Mentos and Airheads candy brands.

He joins amid PepsiCo's takeover of SodaStream, which the FMCG giant is hoping will open up fresh ways of getting its products into consumers' homes, and advance the its purpose-driven sustainability push.

Outgoing PepsiCo chief executive Indra Nooyi described the pairing with the Israeli firm as an "inspired match".

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