Driscoll’s, one of the world’s leading players in the fresh berry sector, has announced the appointment of Frances Dillard as its first-ever Chief Communications Officer. The newly created role aims to structure and strengthen the brand’s international reputation across more than 40 global markets.
The appointment comes in a global context marked by increasing geopolitical, economic and reputational complexities. "I’m stepping into a new global role where narrative, trust and reputation are the strategy," Dillard wrote on LinkedIn. "In such a volatile scenario, strategic communication is no longer an option, but a necessity."
Strategic communication and leadership
Dillard will report directly to CEO Soren Bjorn and will be responsible for developing and implementing the global communication strategy. Her role includes corporate reputation management, media relations, top management visibility and brand positioning through thought leadership and strategic storytelling.
"I’ll collaborate with teams and regions to amplify our voice with discipline, transparency and consistency," she added. The goal is to consolidate Driscoll’s brand presence and identity across key markets: North America, Europe, the Middle East, Asia and Australia.
A successful internal path
Frances Dillard brings deep and established experience in the world of marketing: for the past 14 years, she has served as Vice President of Marketing for North America, playing a key role in building the brand. Under her leadership, Driscoll’s has become the second most recognized food brand in the United States — a remarkable achievement in the fresh produce sector.
This new appointment reflects the company’s growing focus on integrated, proactive and consistent communication at the international level, an increasingly crucial element for building trust and leadership in the global berry market.
Source text and image: fruitnet.com
