Mast-Jägermeister US has named Chris Peddy as chief marketing officer.

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

The new role will be effective immediately. Peddy will report directly to Jeff Popkin, CEO of Mast-Jägermeister US, who was recently interviewed by Beverage Dynamics Magazine.

“Chris has a proven track record of success, and I’m thrilled to promote from within our organization for this important strategic role,” Popkin said in a press release. “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 CPG/spirits under his belt, Peddy was hired by Mast-Jägermeister US (formally known as Sidney Frank Importing Company) as VP, brand, where he “contributed to the growth and execution of new creative marketing platforms,” the company says.

Before Mast- Jägermeister US, Peddy ran his own brand consulting firm working with both clients and agencies spanning CPG, spirits, technology and lifestyle. With over 6+ years at Beam Global Spirits and Wine, Peddy was VP of global brands and marketing at Beam, where he was responsible for managing and building Beam’s $1.5-billion global brand portfolio across multiple core and emerging regions, the company says.

“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 honored to be on the team that will bring Jägermeister to the next level.”