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New Marketing Chief Takes Over At Nestlé Waters NA

July 31, 2018: 12:00 AM EST
Nestlé Waters NA marketing head Antonio Sciuto, credited with transforming the company’s digital strategy, has resigned and will be replaced by Yumi Clevenger-Lee. The change in leadership comes in the midst of a mushrooming sparkling water marketing war among Nestlé, Coca-Cola, PepsiCo, and smaller marketers such as La Croix. Nestlé is the market leader, after private label brands, commanding a 13.3 percent share in the U.S. Private labels have 31.2 percent of the market. PepsiCo and Coca-Cola have 3.3 percent and 4.5 percent, respectively, but have been spending heavily on marketing and have been gaining. Nestlé's share fell by 1.3 points in the year-to-date period through mid-June. Clevenger-Lee had been marketing director for the Latin American division of Cereal Partners Worldwide, a joint venture between Nestlé and General Mills.
E.J. Schultz, "Nestle Waters taps new CMO amid sparkling water ad war", Advertising Age, July 31, 2018, © Crain Communications
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