The Milk Processor Education Program has hired Genevieve Poirier-Richards as senior vice president of marketing. “Genevieve has an impressive resume, with a proven track record of results-oriented brand building, leadership and innovation,” said Julia Kadison, CEO of MilkPEP. “She is well-versed in the food and beverage industry having served as a brand leader for the Campbell Soup Company and Mission Foods.”
While at Campbell Soup, Poirier-Richards led the company’s largest brand. She introduced new products, flavors, and promotional and packaging programs that generated more than $200 million in annual revenue and enabled significant sales improvements for a brand in decline.
At Mission Foods, she led general and Hispanic marketing and developed a brand growth strategy for Mission Tortilla Chips that achieved more than $120 million in incremental sales.
Most recently, Poirier-Richards led a brand consulting practice that developed marketing strategies, brand positioning and brand plans for many clients, including Frito-Lay, Central Garden and Pet, Shell Oil and Samsung Mobile.
Poirier-Richards earned an M.B.A. degree in Marketing Management and International Business, and has completed the Executive Advanced Global Management Program Diploma at Georgetown University. She serves on the board of the National Association of Women MBAs and is a past Co-Chair of the Network of Executive Women in CPG and Retail.
She is relocating from Dallas and started this week working from MilkPEP’s Washington, D.C., office. Contact Poirier-Richards at Gpoirier-Richards@milkpep.org or 202-220-3561.