Jenny Craig's New CMO Dishes on Leading 'Challenger' Brand

Leesa Eichberger emphasizes social engagement

Leesa Eichberger last month became cmo of Jenny Craig and now looks to bolster the brand in the healthy eating niche. Eichberger's two-decade marketing resume entails a dozen years in the telecom space, including long stays at Vonage (her most recent gig) and Cingular Wireless.

"They do certainly sound like different categories," she told Adweek. "My philosophy is that marketing is effective when you really understand the consumer. And it doesn't matter what category you are in—whether you are trying to get people to call India or trying to get people to make healthy lifestyle choices."

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