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Raley’s Family of Fine Stores has hired Michelle Cervantez as its first chief marketing officer to spearhead its brand management and strategic marketing, and help drive simple and clear messaging to consumers.
Cervantez will oversee Raley’s advertising, marketing, customer relations, corporate communications and public relations teams. “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,” said Bill Coyne, president and CEO of West Sacramento, Calif.-based Raley’s. “She has the capacity for learning the nuances of the grocery business quickly and building team synergy to achieve our objectives.”
Cervantez spent 15 years with Ford Motor Co., rising from an entry-level marketing specialist to VP, marketing, Jaguar Cars. She later went on to lead marketing at Mercedes Benz, Hyundai and Jacuzzi Group Worldwide.