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Hy-Vee Taps Hendrix To Drive Growth Of RedMedia

Jessica Hendrix of Hy-Vee's RedMedia

Hy-Vee has hired Jessica Hendrix as EVP and chief marketing officer of Hy-Vee, as well as president of RedMedia, its retail media network.

She will oversee the grocer’s marketing efforts and help drive RedMedia’s growth and strategic operations. Hendrix will begin her position at Hy-Vee on April 16, reporting to Donna Tweeten, Hy-Vee president.

With Hendrix’s hiring, Anna Stoermer, EVP at Hy-Vee, will transition from the chief marketing officer role into leading Hy-Vee’s merchandising efforts as chief merchandising officer.

Hy-Vee’s Red Media launched in September to help CPGs and other brands target and interact with consumers via data and strategic placement. It has been lauded by The Mars Agency and Media, Ads + Commerce for its capabilities and ROI.

Hendrix brings about 25 years of experience in retail, shopper marketing and business development to the positions. She served as CEO and president of Saatchi & Saatchi X for nearly nine years, where she led a client team that worked with brands and companies including Procter & Gamble, Wendy’s, Kraft, Smucker’s, Samsung and Dreyer’s.

“I’ve known members of the Hy-Vee marketing team professionally for some time and had the chance several years ago to come alongside them through their work with [digital marketing agency] Razorfish,” Hendrix said.

“When the conversation started about bringing my experience in retail media, merchandising, advertising and marketing to Hy-Vee, I knew my background would be a great fit with the growing organization.”

CEO Jeremy Gosch welcomed the addition of Hendrix.

“I truly believe bringing a leader of Jessica’s caliber on board at Hy-Vee is going to take our integrated marketing strategies to the next level,” he said. “The talent and experience we have in this area is second to none, and with Jessica at the helm, I’m confident this team will bring even more value to our brand marketing efforts, the positioning of our image and the advanced development of our retail media network.”

Hendrix has a bachelor’s degree in English, pre-law and marketing from the University of Iowa. She’s a member of the Path to Purchase Institute and a frequent speaker and contributor at industry events such as Groceryshop and the Cannes Advertising Festival. Hendrix has served on the boards of several organizations, including Big Brothers Big Sisters and the Walton Arts Corporate Leadership Council.

“The Hy-Vee brand has always been near and dear to my heart,” said Hendrix, an Iowa native.

“The company provides unparalleled customer service, whether that’s for a shopper in a store or in how they work with their suppliers. The potential for Hy-Vee to continue to leverage that experience to make a lasting impact in the marketing and retail media space is substantial.”

Read more executive news from The Shelby Report.

Two Veteran Execs Joining Hy-Vee’s RedMedia Team

About the author

Sommer Stockton

Web Editor

Sommer joined The Shelby Report in January 2022 after graduating from Brenau University in Gainesville, GA with a B.A. and M.A. in Communications and Media Studies. Sommer is excited to learn about the grocery industry and share her findings with The Shelby Report's readers!

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