ConAgra Foods has restructured its operations and is recruiting a chief marketing officer. The Omaha, NE-based food company consolidates its foodservice and food ingredients divisions to form ConAgra Foods Commercial.
It keeps ConAgra Foods Retail intact, under the direction of division President-CEO Dean Hollis, who had been executive VP-retail.
ConAgra is actively seeking a CMO for the retail division. Consultant Sergio Zyman has been overseeing ConAgra marketing for the past few years through Atlanta-based Zyman Group.
“Marketing and sales are at the heart of our business. I want direct oversight of these functions to make sure we maximize our impact with both customers and consumers. Improving execution in sales and marketing is essential to our success,” said ConAgra President-CEO Gary Rodkin in a statement.
Rodkin took the helm at ConAgra Oct. 1, replacing Bruce Rohde. He wants to jumpstart marketing for high-priority brands and drive growth and innovation.
ConAgra Retail’s sales organization will be led by President-ConAgra Foods Sales Doug Knudsen, who reports directly to Rodkin, rather than the head of the retail division. The CMO also will report directly to Rodkin.
ConAgra Foods Commercial will be led by division President-COO Greg Heckman, who had been president of ConAgra Food Ingredients.
“Aligning our managers directly with our key priorities will result in better execution and effectiveness,” Rodkin said. The new structure, which also realigns some corporate services including H.R. and R&D, streamlines management and increases accountability.
ConAgra reports its fiscal 2006 second-quarter results today, but earlier predicted an earnings shortfall for the quarter, due to lower volumes, especially at ConAgra Retail, and higher operating costs.
First-quarter sales fell 4% to $1.9 billion for ConAgra Retail; its top 30 brands, accounting for 80% of division sales, fell a collective 1%.
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