Campbell Soup Co. has appointed Michael Senackerib to the newly-created role of CMO, reporting directly to Campbell’s President and CEO Denise Morrison. Senackerib, 47, will lead Campbell’s marketing function, including marketing services, global advertising, design, media, digital marketing and consumer and customer insights.
“World-class marketing is critical to Campbell’s success as we seek to drive sustainable, profitable net sales growth and deliver meaningful innovation. This role is a natural next step for Campbell as we put the consumer at the center of everything we do for our iconic brands,” said Morrison. “Mike brings extensive knowledge in two of Campbell’s core categories and has deep experience running consumer-focused businesses. His marketing expertise and business acumen make him the right leader for our marketing organization and complements our talented team.”
Senackerib most recently was SVP and CMO at the Hertz Corp. where he held global responsibility for brand and digital marketing, pricing and yield management across all divisions. As chief marketer, he led product management, market research, CRM, and travel partnership marketing. During his tenure, Senackerib enhanced Hertz’s marketing capabilities and achieved significant revenue growth plus strong profit improvement. Additionally, Senackerib created a customer experience team to improve customer satisfaction and website conversion, while accelerating revenue growth among high-priority customer targets such as young renters. He updated the Hertz brand with new branding and advertising supported by an optimized marketing mix.
Senackerib has held marketing and general management roles of increasing responsibility in the food industry, including at Campbell. He led Kraft’s $3.8 billion biscuit portfolio, global snacks sector and the direct store delivery business and also served as EVP of Nabisco’s $1.2 billion salted snack division. From 1992-1996, Senackerib held several key marketing roles in Campbell’s U.S. Soup business.
“I’m excited to return to Campbell and its portfolio of iconic brands, particularly as the company is increasing its focus on consumer trends, reinvigorating its brand building and delivering accelerated innovation,” said Senackerib. “I look forward to leading Campbell’s marketing function to engage with our consumers around the world.”
Senackerib earned his Bachelor of Arts degree from Lafayette College and his MBA. from Columbia University. He serves on the board of directors of Community FoodBank of New Jersey and is a past board member of Navigation Solutions, LLC, the Snack Food Association and the Biscuit and Cracker Manufacturing Association.