Fielding, whose last position was commercial director of Independent Newspapers, will join the company in the new year.
The position at Kraft is a new one; Deanie Elsner, senior vicepresident for coffee at Kraft Foods Europe, has been acting as caretaker of the role. A company spokesman says Fielding will lead all European marketing, including advertising campaigns, massmarketing, online marketing and media planning and buying.
Fielding will report to Michael Clarke, executive vice-president and president of Kraft Foods Europe, and will work closely with Kraft Foods chief marketing officer Mary-Beth West.
Fielding, who will be based in the company’s European head quarters in Lindbergh, Switzerland, will be tasked with “looking at consumercentric approaches for the business and driving passion for breakthrough marketing at the heart of Kraft.”
Fielding left her role as commercial director of The Independent and The Independent in September after just 18 months in the role. She joined the Independent from O&M, where she was managing partner after spending a decade with the agency. Prior to this, she was a board director at Lowe and DDB.
Fielding is credited with overseeing and developing Dove’s Real Beauty campaign when she was global category partner at O&M. The strategy challenged the notion of using thin, and airbrushed models in ads, and replacing them with real women.