NEW YORK — SN has named Safeway’s Diane Dietz as its 2013 Marketer of the Year.
Dietz, who has been executive vice president and chief marketing officer at the Pleasanton, Calif.-based company since July 2008, has spearheaded Safeway’s rollout of its Just For U personalized marketing program, among other initiatives in which she has brought her shopper-focused mindset to bear.
She is scheduled to be presented with the award at the 2013 Food Marketing Institute Midwinter Executive Conference later this month in Scottsdale, Ariz. She will also be profiled in an article scheduled to appear in the Jan. 21 issue of SN.
In addition to the national, multi-pronged effort to roll out Just For U — which has reached its goal of signing up more than 5 million customers — Dietz has also overseen efforts surrounding Safeway’s private brands, its “Simple Nutrition” shelf tags and its price-value messaging.
Before joining Safeway, Dietz spent nearly 20 years with Cincinnati-based Procter & Gamble.
She credited strong internal support teams at both companies with contributing to her success, as well as the companies' customer-centric approach to going to market.
“Both P&G and Safeway are consumer- and shopper-oriented companies, and both have a focus on innovation and quality,” Dietz previously told SN.
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