Supermarket chain Raley’s hires first ever CMO
Raley’s Inc. supermarket chain announced the appointment of Michelle Cervantez as its first ever chief marketing officer, according to Supermarket News
The West Sacramento, Calif.-based company said that Cervantaz will bring a fresh perspective to the business “at a time when there are increasing choices for consumers [by] spearheading Raley’s brand management and strategic marketing.”
Cervantez is a proven marketing leader within the automotive industry. She brings a great deal of experience and new marketing ideas to the Raley’s Supermarket brand.
Cervantez spent 15 years with Ford Motor Company, rising from entry-level marketing specialist to vice president of marketing for Jaguar. She later went on to lead marketing at Mercedes Benz, Hyundai and Jacuzzi Group Worldwide.
Raley’s Inc. supermarket chain, founded in 1935, operates under the names Raley’s Superstores, Bel Air Markets, Food Source and Nob Hill Foods.
Cervantez will spearhead Raley’s
brand management and strategic marketing, and help drive simple and clear messaging to consumers.
“Michelle is a savvy marketer, a leader in her field, who has the talent, the energy and the expertise to tap into what makes a brand special,” President and Chief Executive Officer Bill Coyne said in a statement. “She has the capacity for learning the nuances of the grocery business quickly and building team synergy to achieve our objectives.”
Communications Manager Nicole Townsend told WinmoEdge that Raley’s is very excited for Cervantez to join the company in a new role that involves oversight of the company’s total brand strategy.
“This covers a wide-range of areas from consumer research and analysis, to advertising, marketing and Internet and Web deployment, to public relations, to employee communications,” she said. “Michelle has just begun this new role with us, and is currently making plans as she gets up to speed on the grocery business. She certainly has a track record for quick learning and fast results.”
Because Raley’s is a privately held company, it does not typically provide any level of detail regarding its marketing strategy and future plans.
“Raley’s advertises currently using a variety of channels – weekly ad inserts, radio spots, television – and connects with our customers using the newest technological communication mediums such as the raleys.com Web site, Facebook and Twitter,” Townsend said. “The company also produces a quarterly magazine (called) ‘Something Extra.’”
Townsend said that Raley’s continuing challenge, as it is with most companies these days, is to stay relevant and connected to the core customer. She said that it’s all about anticipating what lies ahead, so the company can be ready to deliver at the right time.
According to The Nielsen Company, Raley’s spent about $600,000 on regional advertising in 2008, almost all of which was split evenly between local newspaper and spot radio ads.
Interested agencies may want to put Raley’s on a short-term prospect list, seeing as Cervantez’s role is completely new to the company, and so is she. Because Raley’s is engaging in more and more Web and social media marketing-related efforts, this could be a jumping off point for the right type of agency to offer assistance with project work moving forward.