Kraft Heinz recently promoted former head of North America disruption and Canada chief marketing officer Diana Frost to chief growth officer, North America Zone, Food Dive reported.
“Since day one at Kraft Heinz, Diana’s expertise in disruptive innovation, ESG and M&A have been an asset across the organization — and her commitment to activating agility at scale has quickly transformed the way we work,” Carlos Abrams-Rivera, Kraft Heinz executive vice president and president of North America, said in a written statement.
Under her new role, Frost will be tasked with developing new marketing and innovation strategies for the company across the region. She is also set to oversee Kraft Heinz’s in-house marketing agency, The Kitchen, and helm the company’s digital media teams.
Frost initially began her tenure with the company two years ago as chief growth officer for Canada, and later head of North America disruption and chief marketing officer for Canada. She previously contributed to Mars, where she also led various marketing and innovation projects, as well as Pepsico.
She also played a significant role in Kraft Heinz's joint venture with NotCo, which is carrying out a project that uses artificial intelligence technology to create co-branded plant-based products using CPG giant’s scale.
The promotion also represents the company’s efforts to redefine its strategy to focus on consumer’s needs and interactions with products.
“We’re looking at innovation across the board,” Frost told AdAge. “And it’s beyond just product — it’s business model and experiences. And it’s also across renovation, line extensions and disruption. And then that ties hand-in-hand with creativity and being consumer obsessed. We talk about communication at the speed of culture, and creating engaging personalized experiences, and leveraging data to drive brand relevance in our iconic brands.”