LENEXA, Kan. — Red Book Credit Services has a new general manager, Bettina Lindner Lippisch.

Lippisch joined the company on May 21. Red Book is owned by Vance Publishing Corporation, which also owns The Packer.

“Bettina comes to Vance with a deep marketing acumen and a proven track record of building strong online brands,” said Vance Produce Division Vice President Shawn Etheridge.

“As our business model moves from traditional print publishing and flows towards real-time data and services, we needed to find talent and leadership expertise to accelerate that migration, and have done so in Bettina,” Etheridge said.

“I am looking forward to leveraging my experience of building successful digital brands to drive innovation and new services for Red Book,” Lippisch said.

“It is our goal to provide each one of our customers with highly personalized, relevant information, and a set of business tools that will allow them to me more profitable and efficient within the produce industry.”

Lippisch previously worked for Silpada, a global network marketing and direct-sales company, where she introduced data-driven marketing, e-commerce platforms and online customer service portals that drove significant new sales and increased engagement.

She began her career as an editor and journalist for a medical publisher in Germany. Lippisch has an MBA in global enterprise management and IT management and a generalist Bachelor of Business Administration from Jones International University, as well as a 4-year degree in multimedia design from the Frankfurt College of Communication and Design.