Mars Petcare revolutionizes branding with groundbreaking appointment

Mars Inc. has announced that on Nov. 20, Najoh Tita-Reid will be joining the company as the chief brand and experience officer (CBExO) for its petcare segment. This newly created role will be responsible for enhancing the brand and overall customer experience. Tita-Reid will report to Leonid Sudakov, Mars' president of growth, digital, and platforms, who praised her ability to build strong and diverse teams. Sudakov expressed his excitement to have Tita-Reid on board, stating that her extensive experience in the technology, healthcare, and consumer goods industries will help Mars expand its impact and accelerate its digital transformation. The goal is to better cater to the needs of pet owners and revolutionize the experience of pet ownership.

Najoh Tita-Reid on Nov. 20 will join Mars Petcare as chief brand & experience officer.

Courtesy of Mars Petcare

The newly appointed executive has been given the task of driving growth for a range of brands and services, including Pedigree and Whiskas, while also ensuring a seamless brand and consumer experience. Previously, she served as the global CMO at Logitech, where she was responsible for marketing, brand equity, creative, e-commerce, and marketing transformation. Prior to that, she had successful stints at Bayer, Merck, GlobalHue, and P&G.

"I am excited to join Mars Petcare during this critical time and help guide the next phase of growth. I have always admired this business for its inspiring Purpose, exceptional workforce, and remarkable brands - and it has already shown that established companies can innovate, transform, and expand," Tita-Reid stated in a press release.

Mars Petcare is actively prioritizing digitalization and technological advancements to expedite its business transformation and fuel its growth. Over the past decade, the petcare division at Mars has experienced significant growth, with a reported global revenue of $19 billion in 2022. As one of the largest privately owned companies in the United States, Mars is committed to leveraging digital strategies for success.

In line with the evolving marketing landscape, Mars has appointed a chief brand and experience officer. This move recognizes the changing role of marketers within top-level executive teams. According to a report from Spencer Stuart, the average tenure of Fortune 500 CMOs decreased to 4.2 years in 2022, compared to the previous year's average of 4.5 years. The chief brand officer role has gained popularity within various companies, including Disney, which appointed its first CBO in April, and Focus Brands, which appointed one for Jamba. Furthermore, Sean Tresvant, Taco Bell's Global Chief Brand and Strategy Officer, is set to become the CEO on Jan. 1, 2024.