Island Pacific Supermarket names Christine Peebles CMO

Filipino-American grocer Island Pacific Supermarket named Christine Peebles, a consumer-packaged goods industry veteran, as chief marketing officer.

Peebles has held marketing posts at CPG brands such as The Hershey Company, PepsiCo, Nestle and Avery Products, 18-unit Island Pacific said in its announcement Friday.

She most recently served as CMO of Me & My Big Ideas, known for its Happy Planner spiral-bound agenda products. While there, Peebles improved brand positioning, prepared the company for innovation, deepened consumer engagement and launched a licensing partnership with Disney. She is known for developing systems that boost efficiency, as well as her commitment to mentoring and developing talent through collaboration, the retailer said.

Christine Peebles has been named CMO of Island Pacific Supermarket. Photo courtesy: Island Pacific Supermarket

“Her exceptional background in strategic brand building, proven track record in the CPG industry and passion for our mission make her the ideal leader to propel our marketing efforts forward,” Island Pacific Supermarket Founder Nino Jeff Lim said in a statement. “We are confident that under her leadership, we will achieve unparalleled growth and continue to be the preferred destination for Filipino-American grocery shopping.”

Peebles lived in the Philippines as an infant until she was 4 years old and has maintained a strong connection to her time there, the grocer said.

“Her appointment as chief marketing officer at Island Pacific Supermarket further strengthens the company’s commitment to serving its diverse customer base and celebrating Filipino food and culture,” the grocer said.

In August, Island Pacific Supermarket hired Herman Chiu as chief financial officer.

Lim founded the company in March 2000 in Panorama City, California. The retailer now operates stores in California and Las Vegas, selling a full range of Filipino grocery items including seafood, meat and pantry items, as well as prepared foods.