Kraft has hired rival PepsiCo’s senior global director of digital and social media Bonin Bough as VP of global digital and consumer engagement as it looks to establish itself as the leading consumer product goods business online.
The food giant is in the midst of dividing itself into two entities, which will separate its global snack brands from its North American grocery products. It is yet to be decided which organisation Bough will join.
He will have oversight of all digital communications, establishing new partnerships with online platforms, managing its internal capabilities and developing strategies across the food giant’s roster of products.
Bough will report to Dana Anderson, senior VP of marketing strategy and communication.
Bough, who joined PepsiCo in 2008, spearheaded the company’s bid to make digital advertising a more integrated part of its brand building strategy, particularly with its Pepsi Refresh Project, which encouraged consumers to suggest social causes that would “refresh the world” using Facebook, Twitter and an iPhone app.
Prior to PepsiCo, he was a founding member and senior VP at communications agency Ruder Finn Interactive where he managed the company’s interactive strategy unit and was responsible for its Europe and Asia digital activations.
It is not known who Bough’s replacement will be.
This story first appeared on Marketing Week