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Reid Greenberg will oversee marketing for consumer and b2b sales.
Green Mountain Coffee Roasters Inc. has promoted Reid Greenberg to marketing director, e-commerce and direct channels, for the company’s Specialty Coffee Business Unit.
Greenberg succeeds Ken Crites, who takes on a new role at Green Mountain’s Specialty Coffee Business Unit as a marketing director within the brand management group. Crites led the consumer direct business of the specialty coffee business unit for seven years. During that time, Green Mountain’s Café Express continuity program membership increased to nearly 200,000.
Green Mountain is No. 96 in the Internet Retailer Top 500 Guide.
In his new role, Greenberg will be responsible for marketing strategy and organizational leadership for the company’s consumer direct web sites, b2b e-commerce and BusinessCoffeeExpress.com platforms, including catalogs, online advertising, direct mail and e-mail.
Greenberg previously led the launch and marketing of Green Mountain’s b2b web site, GMCRwholesale.com, and Small Office Direct web site, BusinessCoffeeExpress.com. He previously was director of marketing and e-commerce for Ibex Outdoor Clothing. He also spent seven years at eBay Inc. and helped found Trillium Digital, an online marketing company.