Frito-Lay Names Chief Marketer

DALLAS In its second major management change this week, Frito-Lay today named Jaya Kumar chief marketing officer for the company’s North American operations.

Kumar, 42, was previously group vice president of insights, innovation and shopper marketing. Under that title, he shared supervision of Frito-Lay’s marketing with Lora DeVuono, group vice president in charge of brand marketing and advertising.

DeVuono has resigned, the company said; she could not immediately be reached for comment.

Albert Carey, 54, on Monday was named president and chief executive of Frito-Lay, a division of PepsiCo.

Kumar, who reports to Carey, will supervise traditional marketing practices across all Frito-Lay brands, overseeing advertising, media, insights and innovation, the company said.

Kumar joined Frito-Lay in 2005 as vp of consumer strategy, insights and growth. He was previously a marketing manager at Kraft.

Before Kumar and DeVuono were named co-supervisors of marketing in September 2005, Stephen Quinn served as CMO. Quinn left Frito-Lay to become senior vice president of marketing at Wal-Mart.

Carey is leading Frito-Lay’s efforts to market a new line of snack foods to health-conscious consumers. The company spent in excess of $160 million on advertising in 2005 and $50 million through the first quarter of this year, per Nielsen Monitor-Plus.

The company’s Lay’s and Cheetos brands are represented by BBDO in New York. GSD&M in Austin, Texas, advertises Tostitos and SunChips. In February, the Doritos brand moved from BBDO to Goodby, Silverstein & Partners in San Francisco. All are Omnicom Group shops.