Kevin Miller joins The Fresh Market as chief marketing officer

The Fresh Market has hired Natural Grocers by Vitamin Cottage executive Kevin Miller as chief marketing officer.

Miller starts in the CMO post effective immediately, The Fresh Market said Tuesday. Chief Merchandising Officer Dan Portnoy had taken on CMO duties from Mary Kellmanson, who left at the end of February after holding the role since joining the specialty grocer in November 2017.

“I am thrilled to be joining The Fresh Market team at the most dynamic time in our nation’s history, where we have seen some dramatic changes in consumer grocery shopping behavior,” Miller (left) said in a statement. “As such, the opportunities to unlock the full potential of our highly differentiated brand have never been greater. I look forward to innovating with my new teammates to provide even better service and even more value to our guests as we drive home what makes The Fresh Market the premier, fresh-focused specialty food retailer.”

The Fresh Market noted that Miller brings 30 years of experience in leading marketing and advertising organizations for Fortune 100 companies. Most recently, he served as CMO at Lakewood, Colo.-based Natural Grocers, a natural and organic retail chain with a similar store footprint, with 157 locations in 20 states. At Natural Grocers, Miller led “transformational change” across marketing, company culture and digital innovation, as well as “significantly grew” the retailer’s loyalty program, The Fresh Market said.

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Before joining Natural Grocers in January 2016, Miller was president of digital media firm KMMP Media Group. Prior to that, he served in a range of marketing and account positions at ABC Radio Networks/Walt Disney Co., Pizza Hut/Yum Brands/PepisCo, Coca-Cola and ad agency Leo Burnett.

At The Fresh Market, Miller reports to Jason Potter, who took the helm as CEO in early March with the exit of Larry Appel.

“Kevin brings to The Fresh Market a deep background in marketing from working with such well-known businesses as Coca-Cola, McDonald’s and ABC News, in addition to his experience in grocery with Natural Grocers,” Potter stated. “He is a consummate professional who will help us continue to evolve our brand and mission of inspiring our guest to make everyday eating extraordinary.”

Overall, The Fresh Market currently operates 159 stores in 22 states.