Impossible Foods Names New Chief Marketing And Creative Officer

Plant-based meat company Impossible Foods has appointed Leslie Sims as its new chief marketing and creative officer.

Sims brings more than 25 years of creative and management leadership experience. In her last role, she served as the U.S. chief creative officer at Deloitte Digital. During her nearly two-year-long stint at the firm, Sims worked to build and connect the company’s cross-channel teams and managed all aspects of the customer journey for clients, starting from awareness and consideration to trial and repeat.

“Leslie is the proven creative marketing powerhouse that we need to bring our products and promise to the masses,” said Peter McGuinness, CEO of Impossible Foods.

Prior to Deloitte, Sims served as the creative head for both Ogilvy and Young and Rubicam, where she was recognized for leading large cross-functional creative teams whose charter was to build brands and drive demand.

“The plant-based meat category is in its infancy and despite our growth, most of the country still hasn’t heard of us,” McGuinness added.

“We have a real opportunity to create and build not just our own brand but the entire category through greater awareness, approachability and accessibility.”

“Leslie knows how to set the creative vision for brands and businesses in hypergrowth, build and lead high-performing teams, and create emotional connections with consumers.”

Sims will officially join the food and climate-focused company on January 1, 2023.

Photo credit: Impossible Foods

Originally published at https://retailbum.com on November 9, 2022.