General Motors’ Fraleigh Heads to Sara Lee

NEW YORK C.J. Fraleigh is leaving General Motors, effective immediately, to become chief customer and sales marketing officer at Sara Lee.

Fraleigh, 41, GM’s former executive director of advertising and corporate marketing in February was shifted to the post of general manager of GM’s Buick and Pontiac-GMC divisions. Roger Adams took his place. Fraleigh made his mark with Cadillac’s “Break through” campaign.

Sara Lee on Wednesday confirmed Fraleigh would join the Chicago company as chief customer and marketing officer, a new position reporting to Sara Lee president and chief operating officer Brenda Barnes. Though Fraleigh’s position is new, marketing efforts had been led by Lee Chaden, who in May was named CEO of Sara Lee’s branded apparel division.

“C.J. is an exceptional talent and has a proven track record of success in developing and executing global marketing initiatives and customer strategies,” said Barnes in a statement. “I have had the privilege of working with C.J. when we were both at PepsiCo, and I am confident that he is the right person to take our marketing and customer programs to the next level.”

Sara Lee spends approximately $220 million annually on ads. Its creative agencies include Omnicom Group shops TBWA\Chiat\Day in Playa del Rey, Calif., and BBDO and Element 79, both in Chicago, as well as Interpublic Group’s The Martin Agency in Richmond, Va., and Grey Global Group’s Grey in New York. Publicis Groupe’s Starcom in Chicago handles media chores across all client brands.

Interpublic Group’s McCann Erickson in Detroit handles GM corporate advertising as well as for Buick. McCann just launched a campaign for GM’s new Buick LaCrosse sedan. Publicis Groupe’s Chemistri handles GM’s Pontiac and Cadillac.