Mars Snacking Names Digital Chief to Oversee $36B Portfolio

Event summary

  • Kemal Cetin appointed Global Chief Digital & Information Officer for Mars Snacking, effective August 3, 2026.
  • Cetin will lead digital, data, and technology agenda for $36B snacking business, reporting to Andrew Clarke.
  • 30-year FMCG veteran joins from FrieslandCampina, with prior roles at Diageo, Coca Cola Enterprises, and Whirlpool.
  • Appointment comes amid integration of newly acquired Kellanova brands into Mars Snacking portfolio.

The big picture

Mars' appointment of a seasoned digital executive underscores the strategic importance of technology in the competitive snacking sector. With a $36B portfolio and recent acquisitions, the move signals a push for data-driven innovation to enhance both consumer engagement and operational efficiency. The integration of Kellanova brands adds complexity to Cetin's mandate, requiring a balanced approach between rapid digital transformation and sustainable growth.

What we're watching

Integration Challenges
How quickly Cetin can align digital strategies across newly acquired Kellanova brands with existing Mars Snacking operations.
AI Implementation
The pace at which Mars Snacking will deploy advanced AI capabilities to enhance customer experiences and operational decision-making.
Competitive Positioning
Whether Mars can leverage this digital transformation to maintain market share against competitors like Coca Cola and Diageo in the snacking sector.