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appointedKemal Cetinto serve as globalchief digital and information officerof its snacking business,the company saidTuesday.
The packaged food and beverage veteran hails fromNetherlands-based dairy giantFrieslandCampina, where he served most recently as chief business and digital solutions officer.
Cetinwill be tasked with leading the company's digital, data and technology efforts with a focus on growth accelerationeffective Aug.
He will report toAndrew Clarke, global president of Mars Snacking.
“Together, we will advance the use of digital technologies, data, analytics and AI capabilities to drive sustainable growth and create lasting value for our consumers, customers, and associates,"Cetinsaid in a press release.
Cetin's appointment comes as Mars works to realign its snacking business after the$36 billionacquisition ofKellanova,a deal that closedat the end of last year.
The acquisition also marked the largest food and beverage M&A deal in a decade, bringing household-name brands such asM&Ms, Snickers, Pringles and Pop-Tartsunder a single company.
Cetin's background in digital transformation efforts “makes him the right leader at an important moment for our business” amid the integration ofKellanovabrands,Clarkesaid in a press release.
In line with efforts across multiple industries, food brands such as Mars are working to fold AI into operations in search ofincreased output and lower costs.
InApril, Marsstruck a dealwithGoogle Cloudto equip workers in itsPetcare, Snacking and Food & Nutrition segmentswithGemini Enterpriseto operate as a central hub to build and access AI tools.
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