Smucker Taps Haleon CMO Katie Williams to Lead Marketing Strategy

Event summary

  • Katie Williams, former U.S. CMO of Haleon, will join J.M. Smucker as Chief Marketing Officer on March 9, 2026.
  • Williams brings 20+ years of experience in brand strategy, including roles at GSK, Mondelēz, and Kraft-Heinz.
  • Outgoing CMO Gail Hollander will stay on in an advisory role until April 30, 2026.
  • Smucker's portfolio includes leading brands like Folgers, Jif, Uncrustables, and Hostess.

The big picture

Smucker's hire of Williams reflects a push to modernize its marketing capabilities amid intensifying competition in consumer packaged goods. With a portfolio spanning coffee, snacks, and pet food, the company faces pressure to sustain growth through differentiated brand strategies. Williams' background in health-focused CPG brands suggests a potential shift toward more health-conscious positioning for Smucker's offerings.

What we're watching

Brand Reinvention
How Williams' cross-category experience will shape Smucker's marketing approach for legacy brands like Folgers and Jif.
Leadership Transition
Whether the overlap between Williams' start and Hollander's advisory role ensures smooth knowledge transfer.
Competitive Positioning
The pace at which Smucker can differentiate its portfolio in crowded categories like coffee and snacks.