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Avon executive heads to Kraft Foods

BY Allison Cerra

NORTHFIELD, Ill. — Kim Rucker will become EVP corporate and legal affairs at Kraft Foods North America, the company announced Thursday.

Rucker — who most recently served as SVP, general counsel, corporate secretary and chief compliance officer at Avon — will be responsible for leading the legal, corporate governance and corporate affairs functions for Kraft Foods. Later this year, Rucker will become EVP corporate and legal affairs, general counsel and corporate secretary. Officially stepping into her new role in late August, she will report to North America president and future CEO Tony Vernon.

"Kim’s extensive experience providing strong strategic and legal counsel to boards of directors, CEOs and executive teams of large public companies will be invaluable as we become a standalone entity," Vernon said. "Her broad and deep background in law and corporate governance, plus her knowledge of the CPG sector, make her an important asset to our team. I look forward to working closely with Kim as we become a world-class public company and North America’s favorite food and beverage business."

Since 2008, Rucker has led Avon’s global legal operation, including corporate governance, compliance, litigation, government affairs and intellectual property. Prior to joining Avon, she was SVP, corporate secretary and chief governance officer for Energy Future Holdings, formerly TXU Corp. Previously, Rucker was corporate counsel for Kimberly-Clark and a partner in the corporate and securities group at Sidley Austin in Chicago.

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PepsiCo expands board of directors

BY DSN STAFF

PURCHASE, N.Y. — PepsiCo announced it has elected the former leader of 3M to its board of directors.

The company said Sir George Buckley, who currently serves as chairman of private equity firm Arle Capital LLP, will join the board and audit committee on Sept. 19. Prior to his role at Arle Capital, Buckley served as chairman, president and CEO of 3M.

"George has years of proven results in business and financial leadership, innovation, and management," PepsiCo chairman and CEO Indra Nooyi said. "We are delighted that he will bring that strong record of achievement to PepsiCo."

The election of Buckley to PepsiCo’s Board will bring the total number of directors to 13 and the total number of independent outside directors to 12. PepsiCo’s board includes one inside director: Nooyi.

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IBM study: Sales from mobile devices up 15% in Q2; social shopping drops

BY Marianne Wilson

ARMONK, N.Y. — Mobile shopping rose in the second quarter while social media sales fell, providing an indication of where U.S. retailers may invest in order to capture the attention and loyalty of the digital consumer, according to a new report from IBM.

The IBM Retail Online Index, a cloud-based analysis of the online retail sector, reported that retailers experienced 15% growth in sales from mobile devices but saw a 20% decline in sales traced to social media based on a much smaller base over this three-month period.

The report identified several trends of importance to chief marketing officers, e-commerce leaders and customer service professionals. Over the second quarter, consumers continued to embrace mobile devices as a shopping tool, with mobile commerce accounting for 15.1% of all online purchases, an increase of more than 14%. Despite this momentum retailers are still struggling to sustain substantial success with their social media efforts, evidenced by a more than 20% drop in social shopping.

One explanation for social commerce’s failure may be the absence of a CMO and CIO alliance, which is critical as marketing and online commerce become increasingly technology-driven, the IBM study reported. The lack of this alliance hinders the deployment of integrated technologies capable of fueling effective social media efforts.

A second factor is marketing’s inability to form a clear consensus on how to utilize social channels. As a result, the retail online index saw a decline in positive sentiment around social media, which according to the online index dropped from 25.1% in the first quarter to 18.6% in the second quarter. Leading factors for this shift were the lack of deals being offered by retailers through these channels, which were more prevalent in the first quarter.

“Shoppers today are shifting from a singular online approach to a multi-channel experience that includes both mobile and social media,” said Craig Hayman, general manager at IBM Industry Solutions. “As a result, retailers must be prepared to connect with their customers on all fronts, or lose them to the competition. As we enter the home stretch for the 2012 holiday season, we will continue to watch how CMOs and CIOs tackle these challenges and create social media efforts that deliver value to the customer while driving revenue for the business."

In other key findings:

  • Total online sales for the quarter were down 2.3% over first quarter 2012;

  • The second quarter grew by 2.3% and the average number of items per order increased by 2.6%; and

  • While the iPhone continued to rank one for mobile device retail traffic at 8.2%, Android surpassed the iPad, which finished at 6.8% and 6.7%, respectively.

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