Hy-Vee Inc. has named Jessica Hendrix as executive vice president, chief marketing officer and president of Hy-Vee’s retail media network, RedMedia, launched in Sept. 2023.
Hendrix, who will begin the new position April 16, has nearly 25 years of experience in retail, shopper marketing and business development, according to a news release. With Hendrix’s hiring, Hy-Vee Executive Vice President Anna Stoermer will transition from the chief marketing officer role into leading the company’s merchandising efforts as chief merchandising officer.
“I’ve known members of the Hy-Vee marketing team professionally for some time and had the chance several years ago to come alongside them through their work with digital marketing agency, Razorfish,” Hendrix said in the release. “When the conversation started about bringing my experience in retail media, merchandising, advertising and marketing to Hy-Vee, I knew my background would be a great fit with the growing organization.”
Hendrix will oversee Hy-Vee’s marketing efforts and serve as the driving force behind RedMedia’s growth and strategic operations. She will report to Hy-Vee President Donna Tweeten.
Hendrix most recently served as CEO and president of Saatchi and Saatchi X — a full-service and shopper marketing agency of parent company Publicis Groupe — for nearly nine years, where she led a client team that partnered with brands and companies including Procter and Gamble, Wendy’s, Kraft, Smucker’s, Samsung and Dreyer’s, the release said.
“I truly believe bringing a leader of Jessica’s caliber on board at Hy-Vee is going to take our integrated marketing strategies to the next level,” Hy-Vee CEO Jeremy Gosch said in the release. “The talent and experience we have in this area is second to none, and with Jessica at the helm, I’m confident this team will bring even more value to our brand marketing efforts, the positioning of our image, and the advanced development of our retail media network.”
Hendrix holds a bachelor’s degree in English, pre-law and marketing from the University of Iowa. She’s a member of the Path to Purchase Institute and is a frequent speaker and contributor at industry events, such Groceryshop and the Cannes Advertising Festival, the release said. Hendrix has served on the boards of several organizations including Big Brothers Big Sisters and the Walton Arts Corporate Leadership Council.
“The Hy-Vee brand has always been near and dear to my heart,” Hendrix said. “The company provides unparallel customer service, whether that’s for a shopper in a store or in how they work with their suppliers. The potential for Hy-Vee to continue to leverage that experience to make a lasting impact in the marketing and retail media space is substantial.”
