Wakefern Food Corp. is realigning its sales and marketing teams, a move that is also intended to update and strengthen those departments as well as enhancing its own brands.
Effective May 18, Wakefern outsourced its advertising and content development services, including circular production and media creative services, to large, multi-faceted agency Quad.
According to a memo from Wakefern president Mike Stigers, this move “streamlines how our advertising work is delivered and shifts the focus internally here at Wakefern from transactional production tasks to higher-value strategic, customer-facing and sales enabling activities.”
The change involves 79 existing jobs; 19 current associates have been offered positions with Quad and 54 others have been offered jobs within Wakefern.
According to chief communications officer Karen Meleta, the move allows Wakefern more flexibility and balance as it seeks refocus on all eight of its banners: ShopRite, Price Rite Marketplace, Fairway Market, Gourmet Garage, Morton Williams, Dearborn Market, Di Bruno Bros., and its most recent addition Morton Williams.
In the area of own brands, Wakefern will unify the function into a single team headed by newly promoted director Christopher Ruane.
“This structure will accelerate decision-making, improve speed to shelf, strengthen supplier negotiations, and enhance product quality across the portfolio. It will also help us achieve our goal of total store own brands coverage,” said Stigers in his message to Wakefern teammates. “Sales and marketing’s sales planning and marketing teams will continue to report to marketing and sales vice president Alberto Francisco, and his team will continue to report to Darren Caudill, chief sales officer, as well as Chris Ruane and his team.”
Stigers added: “These are significant changes and I recognize that change asks a lot of people; but it also creates space for new opportunities, more modern and clearer ways of working, and stronger collaboration here at Wakefern. By aligning our people, processes, and technology, we are building a more connected and agile organization. We will continue to communicate openly with you about these developments and support one another throughout this transition. Together, we’re shaping a stronger Wakefern – one that honors where we’ve been and readies us for where we’re going.”
