7-Eleven Elevates Bargerhuff to CMO

7-Eleven said today that Rita Bargerhuff has been promoted to chief marketing officer. Previously, she served as the convenience store chain’s vice president of marketing.
Bargerhuff, who joined the company in 2005, will oversee all advertising and marketing initiatives for 7-Eleven products and services in the United States and Canada. She reports to 7-Eleven president and CEO Joe DePinto and will serve on the company’s executive committee.
During her tenure, Bargerhuff has helmed everything from the chain’s fresh-foods program to its transformation into 11 Kwik-E-Marts as part of its heralded 2007 tie-in with The Simpsons Movie. The latter won the chain a number of honors and is currently among the nominees for the AdweekMedia’s “Promotion of the Decade.”
She also oversaw the launch of the private-label brand 7-Select and, this month, introduced the 7-Eleven TV digital signage network. It is currently installed in 60 stores and is on course to roll out to more than 6,200 locations by the end of 2010.
7-Eleven spent $7.6 million on media for the first eight months of the year (excluding online), per Nielsen. Last year, it spent $5.5 million.
“In this expanded role, Rita’s leadership will enable 7-Eleven to achieve its objective of satisfying customer convenience through better understanding of our customers,” said DePinto, in a statement. “Her expertise, experience and creativity will support 7-Eleven in growing its market share by awareness and exposure of 7-Eleven’s proprietary businesses of fresh food and beverages, like Slurpee drinks and coffee. She will lead the further development of our brand and take our marketing efforts to the next level.”
Before joining 7-Eleven, Bargerhuff held marketing roles at Greyhound and Nestlé Purina Pet Care.