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    FreshDirect Names Toby Noiles SVP, Chief Merch Officer

    Past PG Top Woman formerly worked for Safeway

    Online grocer FreshDirect has appointed Toby Noiles SVP, chief merchandising officer. In her new role, Noiles will lead the company’s merchandising strategy, including overseeing all product categories and guiding pricing, storefront merchandising, vendor relations, promotions and new product development. She will report to co-founder and CEO Jason Ackerman

    Noiles is the latest member – the fourth added in the past 14 months -- of FreshDirect's rejiggered management team, which is aggressively expanding the e-grocer with new products, services and offerings.

    "Toby's customer-centric approach to food retail and her experience across all merchandising categories of the business make her an excellent fit for the company," noted Ackerman. "This is a pivotal and exciting time for FreshDirect, and Toby's deep expertise in building teams, accelerating relationships, and driving business will enable her to support and power its growth."

    Observing that the e-grocer's "pioneering model continues to be a disruptive force in the industry," Noiles said she anticipated "strengthening and expanding FreshDirect's product offering, and energizing the shopping experience for its many loyal and new consumers."

    Before joining FreshDirect, Noiles spent 29 years at Pleasanton, Calif.-based Safeway Inc. (Now Albertsons Safeway), where she oversaw all facets of merchandising including fresh, frozen, prepared, home, deli, food service and innovation. Her most recent role was SVP, beverage, snacks/main meal and ingredients. Also while at Safeway, Noiles was chosen as a Progressive Grocer Top Woman in Grocery multiple times.

    Long Island City, N.Y.-based FreshDirect delivers to customers in the greater New York, New Jersey and Connecticut metro areas, and the greater Philadelphia area, including Delaware.

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