Kroger Names Severin Corporate Brands Veep

CINCINNATI -- The Kroger Co. here named a former ConAgra v.p. to a newly created position of v.p./corporate brands. The executive, Linda Severin, who will assume her duties Jan. 29, will lead the company's increasingly important corporate brands strategy, which is becoming a key part of its growth, the chain said.

Kroger said its three-tiered program -- inclusive of the Private Selection, Banner, and Value brands -- enables it to serve a broad and diverse customer base, and is ripe for expansion.

"Linda's passion for translating what customers tell us they want into quality products and getting them on store shelves - at the right price - will enable us to expand what we offer our customers today," said Don Becker, e.v.p./merchandising.

Severin, 43, joins the company from ConAgra Foods Inc. in Chicago, where she served as v.p./marketing. She has held leadership positions at Campbell's, Dean Foods, Sara Lee, and Rand McNally. During her career, her focus on customer insight has driven her success in marketing and brand management initiatives.
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