Press releases

Hero moves to category-led organization

  • CMO becomes CBO
  • Mita Sen appointed to EB
  • New SVPs appointed

Lenzburg, November 21, 2022 – The Hero Group, on a mission to delight consumers by conserving the goodness of nature, has embarked on an ambitious plan to create a category-led organization to leverage the capabilities of the Group and drive efficiencies

The move will allow Hero’s business strategies to be defined by the needs of the consumer, allowing the Group to better serve the needs of its consumers while working towards fulfilling its sustainability commitments.

“We want to create an integrated business management structure that brings supply chain closer to categories, giving us the opportunity to address the core needs of the company and prepare ourselves for future challenges and opportunities,” said Rob Versloot, CEO Hero Group

The changes will see Christian Schierbaum take on the extended role of Chief Business Officer, combining supply chain and manufacturing strategy to his category and marketing roles.

In addition, Mita Sen has been appointed to the Executive Board as Chief Strategy & Transformation Officer. She is responsible for strategic projects regarding transformation and change.

Markus Lenke retains his role with his title changing to Chief Sales Officer, from COO, to emphasize his focus on sales excellence and the go-to-market strategy in our countries. Chief Supply Chain Officer Witte van Cappellen stepped down after 22 years with the company.

“The changes we are implementing will allow us to better execute our strategy by driving operational excellence and implementing a streamlined, winning portfolio based on a focused manufacturing footprint enabling integrated end-to-end decision making,” said Giovanni Ciserani, Chairman of the Hero Group Board of Directors.

Martha Miralles and Philipp von Jagow have both been promoted to Senior Vice President roles in our Baby category, and our Healthy Snacks and Natural Spreads categories respectively. In addition, we welcome Andrea Takacs to the newly-created role of Senior Vice President (SVP) Supply Chain Excellence.

“These decisive steps will allow us to future-proof the company by building scale through focus as a branded category specialist,” Versloot said.

Hero countries and entities retain a critical role in the execution of the strategy, providing consumer understanding to help develop the best cross-geographies portfolio and product development for mainstream consumers, and deliver go-to-market excellence.

“Our multi-country innovation will be the result of all the cogs in our wheel – our centralized team, category teams, and countries – becoming aligned and working together to create the best for our consumers and company,” said Versloot.


About Hero Group
The Hero Group is an international food company focused on branded nutritional food products. The company was founded in 1886 in Lenzburg, Switzerland, where its headquarters are still located today. Hero's main product categories of Baby & Toddler Food and Milks, Natural Spreads, and Healthy Snacks, are complemented by its activities in Gluten Free and Specialties. The Group, which lives by its mission to delight consumers by conserving the goodness of nature, boasts a global footprint and its portfolio consists of many well-known international and local brands. In 2021, the Group generated revenues of CHF 1.14 billion.


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Stephen Chetcuti
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