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    7-Eleven Promotes Bargerhuff to CMO

    She will oversee all advertising and marketing initiatives in the U.S. and Canada.

    By Kenneth Hein

    DALLAS -- 7-Eleven Inc. promoted Rita Bargerhuff to the title of chief marketing officer. Previously, she served as the convenience store chain's vice president of marketing.

    Bargerhuff, who joined the Dallas-based company in 2005, will oversee all advertising and marketing initiatives for 7-Eleven products and services in the United States and Canada. She reports directly to 7-Eleven President and CEO Joe DePinto, and will serve on the company's executive committee, according to the retailer's announcement.

    "In this expanded role, Rita's leadership will enable 7-Eleven to achieve its objective of satisfying customer convenience through better understanding of our customers," DePinto said in a statement. "Her expertise, experience and creativity will support 7-Eleven in growing its market share by awareness and exposure of 7-Eleven's proprietary businesses of fresh food and beverages, like Slurpee drinks and coffee. She will lead the further development of our brand and take our marketing efforts to the next level."

    During her tenure, Bargerhuff has taken the helm on everything from the chain's fresh foods program to its transformation into 11 Kwik-E-Marts as part of its tie-in with "The Simpsons Movie." The latter won the chain a number of honors and is currently among the nominees for the AdweekMedia Group's "Promotion of the decade."

    She also oversaw the launch of 7-Eleven's private-label brand 7-Select, and this month, introduced the 7-Eleven TV digital signage network, which is currently installed in 60 stores and on course to roll out to more than 6,200 stores by the end of 2010.

    7-Eleven spent $7.6 million on media for the first eight months of the year (excluding online), according to figures from The Nielsen Co. Last year, it spent $5.5 million.

    Before joining 7-Eleven, Bargerhuff held marketing roles at Greyhound Lines Inc. and Nestlé Purina Pet Care Co.

    -- Nielsen Business Media

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    By Kenneth Hein
    • About Kenneth Hein

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