- Mondelez International has appointed Christiana Shi, president of direct-to-consumer at Nike Inc., to its board of directors, effective Jan. 4, 2016.
- At Nike, Shi oversees "Nike Stores, Nike Factory Stores and Global Digital Commerce, which includes leading all of Nike’s e-commerce business around the world," according to a news release.
- "Christiana’s intimate knowledge of digital commerce along with superior supply chain and cost management expertise for global consumer companies will be invaluable as we continue to reinvent our supply chain, drive down costs and accelerate our growth in key areas like e-commerce," Irene Rosenfeld, Mondelez chairman and CEO, said in a statement.
The decision is evidently in line with the company's digital pushes. In September, Mondelez outlined its growth strategy, which includes increasing its e-commerce business from $100 million today to $1 billion in 2020. The company has already made various efforts to expand e-commerce, including "buy now" buttons in shoppable ads and Oreo Colorfilled packaging, which consumers can customize online for a limited time during the holidays.
Mondelez is also shifting more of its marketing spend to digital. While Mondelez dedicated nearly one-third of its North America ad spending to digital in 2014, the company expects to boost that spending to 45% this year. To support these marketing initiatives, Mondelez brought on Dentsu Aegis’ Carat to manage its global communications and media for North America, Europe, and Asia Pacific.