Kraft poaches PepsiCo’s digital chief Bough

Kraft has hired rival PepsiCo’s senior global director of digital and social media, Bonin Bough, as vice president of global digital and consumer engagement, as it looks to establish itself as the leading consumer product goods business online.

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The food giant is in the midst of dividing itself into two entities, which separate its global snack brands from its North American grocery products and it has not yet been decided which organisation Bough will join.

He will have oversight of all digital communications, establishing new partnerships with online platforms, managing its internal capabilities and developing strategies across the food giant’s roster of products.

In his new role, Bough will report to Dana Anderson, senior vice president of marketing strategy and communication.

Bough, who joined PepsiCo in 2008, spearheaded the company’s bid to make digital advertising a more integrated part of its brand building strategy, particularly with its Pepsi Refresh Project, which encouraged consumers to suggest social causes that would “refresh the world” using Facebook, Twitter and an iPhone app.

Prior to PepsiCo, he was a founding member and senior vice president at communications agency Ruder Finn Interactive where he managed the company’s interactive strategy unit and was responsible for its Europe and Asia digital activations.

It is not known who Bough’s replacement will be.

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