Yeatman joins Mission Measurement as CMO

Strategy consulting firm Mission Measurement has appointed former Kraft corporate affairs leader Perry Yeatman as principal and CMO, a newly created role.

CHICAGO: Strategy consulting firm Mission Measurement has named former Kraft corporate affairs leader Perry Yeatman as principal and CMO, a newly created role.

She is reporting directly to Mission Measurement CEO Jason Saul. She began working in the role on October 1.

As the firm's first CMO, Yeatman will be responsible for implementing Mission Measurement's marketing strategy. As principal, she will lead the company in areas such as staffing, new business, and product development.

“In my new role, I am able to bring my business experience to the social sector, create partnerships in this space, and tackle important social issues,” said Yeatman.

Her direct reports will be determined by the end of the year. Details about staffing and implementation, along with deciding whether Mission Measurement will hire an agency or keep its communications in-house, will be determined in 2014.

“Just being a head of corporate affairs for a large company like Kraft doesn't necessarily mean you know anything about social impact,” said Yeatman. “I actually see this as a unique opportunity for CCOs; if we step up and learn about it and take the lead, we can increase our influence in the C-suite because this is a whole other space tied to profit and revenue that can be lead by CCOs.”

Prior to joining Mission Measurement, Yeatman was SVP of corporate and government affairs at Kraft Foods and president of the Kraft Foods Foundation. She left the company after it split into two businesses, US grocery company Kraft Foods Group and global snack business Mondelez International, last October.

Before joining Kraft in 2005, Yeatman spent nearly 15 years at firms including Burson-Marsteller and Shandwick. She also worked as VP of corporate affairs for Unilever in North America, serving on the board of the Unilever US Foundation.  

She also co-authored the book Get Ahead by Going Abroad.

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