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PLEASANTON, Calif. - Safeway Inc.'s online grocery shopping provider GroceryWorks has named a new president as its former leader, Gary Rocheleau, has rejoined Safeway.
Mitchell Rhodes, the new president, is the former general manager/VP marketing for Gap Inc.'s Online Division in San Francisco. There, he lead all e-commerce efforts related to the Old Navy, Banana Republic and Gap brands from 1999 until departing the company in 2002. Under his leadership, Gap launched Old Navy and Banana Republic e-commerce sites. The three brands became the leading web sites in the apparel category.
"Mitch has considerable expertise in building profitable e-commerce businesses," said Vasant Prabhu, Safeway Inc. EVP, CFO and president of E-Commerce Businesses. "We're pleased to have him leading GroceryWorks as it continues to grow and improve service in existing markets, as well as enter into new ones."
Also while at Gap, Inc., Rhodes served as VP - marketing online, VP - marketing, Old Navy, senior director - marketing strategy, Old Navy, and senior director - strategy. He joined Gap Inc. in 1997.
Rhodes also has experience as business director of Kraft Foods' $650 million Cheese Division, and as director - strategy for the Northfield, Ill., company, where he worked from 1993 to 1997. Earlier, Rhodes worked as a manager in the consumer practice of McKinsey & Company Inc. in Boston from 1991 to 1993. From 1986 to 1991, Rhodes worked as brand manager of detergent and household cleaning products for Procter & Gamble Co. in Cincinnati.
Former president Rocheleau was tapped to head up GroceryWorks last May after being in the brick-and-mortar business for 35 years.
GroceryWorks, which is 50 percent owned by Safeway Inc. and 35 percent owned by Tesco PLC, operates Safeway.com in the San Francisco Bay Area, Sacramento, Portland, Ore., and Vancouver, Wash. It also operates VONS.com throughout Southern California. The company plans to launch VONS.com in Las Vegas on Jan. 13.