CMO to focus on development of global marketing campaign for California grapes
The California Table Grape Commission (CTGC) has promoted Alyson Dias to the new position of chief marketing officer.
Dias will lead the development of an integrated marketing campaign targeting consumers and the trade in the US and export markets. She is responsible for the stewardship of the Grapes from California brand, directing consumer and trade research, and strategic campaign development.
“Alyson is now responsible for overseeing the global marketing programme, which includes domestic and export markets and the leading of a larger marketing team,” said Kathleen Nave, president of CTGC.
“The success of such a vital and extensive marketing campaign calls for a dedicated individual to lead the effort; Alyson’s comprehensive background, and her keen and thoughtful attitude make her ideal for the role of chief marketing officer.”
CTGC’s Rachel Coelho and Nick Nakashian will fill two new positions within the established domestic and export marketing team, now led by Dias.
Serving as assistant director of marketing, social media and influencers, Coelho will develop and share content and messaging on all CTGC social media platforms. She will also manage social media influencer and retailer-tagged radio programmes.
Serving as assistant director of marketing, content development and analysis, Nakashian is responsible for analysing consumer response to commission messaging and using the learnings to shape content development in key communication areas.
“Being able to bring all of the marketing elements under one umbrella is an important step forward to ensure the impactful delivery of key commission messaging around the globe,” Nave said.