Bough to join Kraft as VP of digital and consumer engagement

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Bonin Bough
Bonin Bough

Bonin Bough, global director of digital and social media at PepsiCo, will join Kraft Foods as VP of global digital and consumer engagement at Kraft, the company confirmed to Direct Marketing News.

In his new role, Bough will report to Dana Anderson, SVP of marketing strategy and communication at Kraft.

“Bonin will be responsible for leading all forms of digital connections with our consumers,” said Valérie Moens, senior manager of corporate affairs for Kraft Foods. “This role will lead and develop the partnerships, internal capabilities and strategies to establish Kraft as the leading Consumer Product Goods' company in this space.” 

At PepsiCo, Bough had been central to the brand's move into platforms like Foursquare and Twitter. He recently led PepsiCo's efforts to become a more digital-focused brand, creating “digital fitness” boot camps to educate executives about the latest technologies and tools available.

“Digital is at the heart of our consumers, and it needs to be at the heart of our brand,” he said during the keynote address at The Social Consumer: Case Studies and Roundtables event in New York last year. “Organizations have failed to adapt to change, and what we're facing is a gap between where society is digitally and where organizations are.”

Bough will join Kraft in the midst of its split into two entities, expected to be finalized by the end of this year. The food giant is expected to split into one branch focused on Kraft's global snacks business, with the other dedicated to its grocery work.

In recent months, the company has embraced social media and digital marketing for mainstay brands such as Jell-O Pudding as well as partnerships such as its sponsorship of HerSay

Earlier this month, Kraft confirmed that Mark Stewart, VP of global media, would be departing as part of the restructuring.

PepsiCo did not respond to a request for comment.

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