Mast-Jägermeister US appoints Chris Peddy as CMO

Mast–Jägermeister US has promoted Chris Peddy, vice president of brands, to the role of chief marketing officer, effective immediately.

Chris Peddy has been promoted to chief operating officer

Peddy will oversee Jägermeister’s new brand identity launch, as well as all aspects of the US marketing platforms, brand strategy and innovation, digital marketing, customer marketing and public relations.

“Chris has a proven track record of success, and I’m thrilled to promote from within our organization for this important strategic role,” said Jeff Popkin, CEO of Mast-Jägermeister US. “He has displayed an impressive leadership style since joining our team, and is perfectly suited to lead the launch of our new campaign that will deliver long-term sustainable growth for Jägermeister.”

With over 20 years of experience in spirits, Peddy was hired by Mast-Jägermeister US as vice president, brand where he contributed to the growth and execution of new creative marketing platforms.

With over 6+ years at Beam Global Spirits and Wine, Peddy was vice president of global brands and marketing at Beam, where he was responsible for managing and building Beam’s US$1.5 billion global brand portfolio across multiple core and emerging regions.

“Jägermeister is an iconic and bold global brand that represents the perfect blend of lifestyle energy, mastery and craftsmanship.  I could not be more excited to continue to grow the brand to historic new heights in my new role,” said Peddy. “The brand is at a pivotal moment with a bold and irreverent new identity and I’m honoured to be on the team that will bring Jägermeister to the next level.”

The new hire follows the appointment of Christopher Ratsch as Mast-Jägermeister’s latest board member, increasing the size of its executive team to three.