Selective Insurance Group Inc. announced it has appointed a branding specialist to its board of directors to improve the more than 80-year-old company's marketing.
Former PepsiCo branding chief executive Cynthia "Cie" S. Nicholson was named to its board of directors earlier this week, the Branchville, N.J.-based property and casualty insurer said.
Ms. Nicholson was senior vice president and chief marketing officer of PepesiCo North America where she specialized in branding. At PepsiCo she worked on branding Pepsi, Mountain Dew, Sierra Mist, Aquafina, IZZE, SoBe, and AMP Energy. She also worked on joint ventures with Starbucks and Unilever for Lipton Tea.
Selective said she was responsible for brand strategy, product and package innovation, insights, sports marketing, media, digital marketing and national and customer promotions.
"Cie has extensive marketing and management experience that will provide us with a new perspective," said Gregory E. Murphy, the underwriter's chairman, president and chief executive officer. "We're excited to have her on our board and anticipate her contribution to the direction of our marketing efforts to agents and customers."
Gail Peterson, a spokeswoman for Selective, said the company anticipates Ms. Nicholson will contribute to the company's marketing efforts to both it distribution network and policyholders, noting her strong management skills and extensive background with PepsiCo.
"We're looking to her for direction on marketing efforts to our agents and customers," said Ms. Peterson.
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