Kroger Private Label Head to Take on Additional Branding, Marketing Roles

Gil Phipps, whom Kroger credits for having led the transition of the retailer's private brand portfolio since 2012, will take on an expanded role as VP of branding, marketing and our brands, effective Aug. 15.

"Kroger's new marketing approach is more engaging, cross-functional, data-driven and customer-led in support of Restock Kroger," said Stuart Aitken, group VP and CEO of Kroger's data analytics firm, 84.51 Degrees. "As we redefine the customer experience, we are using compelling marketing communications to create uplifting connections with our shoppers that earn even more of their sales, trust and loyalty."

Kroger's private brands have seen considerable dollar growth under Phipps, led by its popular Simple Truth brand that posts $2 billion in annual sales. Aitken called Phipps the "perfect talent—a personality full of creativity, imagination and fun who loves food and new meal experiences."

Phipps started his grocery career in 1987 as store director of Fresh Plus Grocery in Austin, Texas, and moved on to roles such as brand manager for Guiltless Gourmet, brand marketing positions at both Michael Angelo's Gourmet Foods and Hormel Foods, and brand manager of H-E-B before working his way up to leader of store brands for that retailer. 

"The retail industry is dynamic, exciting and changing, and I'm thrilled to take on this role at this very moment to transform the way Kroger connects with our customers to elevate our brand across America," Phipps said. "We will continue to build on how we use data points powered by 84.51 Degrees to create marketing communications and experiences that are even more relevant, meaningful and personalized."