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Senior beverage industry marketing executive Lauren M. Scott will transfer her strategic marketing talents to the fresh fruit, vegetable and floral industry as the Produce Marketing Association’s (PMA) new CMO.
With 20 years’ experience in consumer goods marketing, innovation, and brand management, including roles at Diageo and PepsiCo, Scott’s appointment follow’s PMA’s priority issue to drive marketing as a strategic discipline. Scott will lead the charge in two ways, explained PMA chair-elect John Oxford. “First, she will continue to execute on common industry demand creation activities like eat brighter!, FNV and Fresh Takes. Second, she will lead the effort to provide our members with education and tools around consumption-driving marketing,” said Oxford, president and CEO of L&M.
“We are thrilled to have Lauren on board,” said PMA President Cathy Burns. “Lauren will work with our members to build even greater demand for their products by implementing recommendations from PMA’s Marketing Task Force.”
Earlier in her career with Diageo and PepsiCo, Scott led marketing, global brand and category strategy; innovation concepts; and brand activation and development. Reporting to Burns, she will be responsible for global strategic leadership to increase consumer demand for fresh produce and floral products through association and industry marketing initiatives. She will also establish and work with a volunteer marketing committee to guide strategy.
“The opportunity to serve such a dynamic industry with incredible growth potential excites me,” Scott said. “Bringing both traditional and innovative marketing strategies to drive PMA members’ product sales to new heights is an opportunity I embrace. I look forward to working with PMA members and staff, and I’m particularly excited to meet members at Fresh Summit in Orlando.”