NORTHFIELD, Illinois: New Kraft Foods ceo Irene Rosenfeld has wasted no time imposing her vision for the company's future by shaking up its marketing department.

Rosenfeld, who replaced the beleaguered Roger Deromedi at the top of the biggest food manufacturer in the US less than three months ago [WARC News: 28-Jun-06], has appointed its first ever chief marketing officer.

Jeri Finard, former evp of global category development, will take charge of a $1 billion (€788m; £533m) annual marketing budget for brands which include Maxwell House coffee and Oreo cookies.

Also moving up in the executive suite is David Brearton, who becomes evp of global business services and strategy. Rick Searer takes over the role of evp of the North America Commercial division from Dave Johnson, who is stepping into the down elevator towards the exit.

Joining him is Paula Sneed, currently evp of global marketing resources and initiatives. She will leave after a handover period.

Rosenfeld's rationale for the team changes is a desire to be "bolder, more agile, more creative and more focused" and is seen by some industry experts as a prelude to Kraft's desired spin-off from its Altria conglomerate parent [WARC News: 31-Aug-06].

Data sourced from; additional content by WARC staff