Safeway announced yesterday that it has hired Diane Dietz, a former executive with Procter & Gamble who has been credited with having reinvigorated the Crest brand, as the supermarket chain's new executive vice president and chief marketing officer (CMO).
In her new position, Ms. Dietz will have broad responsibilities including overseeing Safeway's marketing, merchandising, manufacturing and distribution functions. She will report directly to Steven Burd, chairman, chief executive officer and president of Safeway.
Ms. Dietz spent 19 years at P&G where she most recently ran the manufacturer's Oral Care North America unit.
"Her broad experience running one of the most valuable brand portfolios in the world and her demonstrated ability to drive sales at retail are well-suited for her responsibilities at Safeway," Mr. Burd said in a statement.
Discussion Question: What advice do you have for Diane Dietz as she makes the switch from the manufacturer side to retail?