Former Tyson exec joins Schwan's as c.m.o.
April 19, 2010
by Bryan Salvage
MARSHALL, MINN. — Schwan’s Home Service Inc. has appointed Bob Corscadden chief marketing officer. He is responsible for raising Schwan’s profile as America’s largest direct-to-home, food-delivery business and recruiting talent to headquarters in Marshall. Mr. Corscadden will report to Scott McNair, president of Schwan’s Home Service Inc., and oversee Kristy Griffin, vice president of brand marketing, as well as Brigid Bonner, vice-president of digital marketing.
Mr. Corscadden previously served as c.m.o. for Tyson Foods Inc., where he managed the portfolio of more than 50 brands and directed all advertising, internal and external communications.
He describes Schwan’s Home Service as “a best kept secret,” and aims to bolster awareness of the national brand. Schwan’s heritage, fundamentally grounded in door-to-door customer service, is part of what enticed Mr. Corscadden to join the organization. “It’s a marketer’s dream to get to interact directly with our consumers every single day,” he said. “Our immediate priority is to tell future customers exactly who we are and make sure they know we’re here and at their doorsteps, when they’re looking for innovative mealtime solutions that offer value, choice and great taste.”
“Bob’s role on the Schwan’s team will enable us to drive innovation and recruiting,” said Mr. McNair. “He is known throughout the food industry for his ability to connect brands with consumers and ultimately drive revenue growth, and we are looking forward to seeing the company benefit from his brand-building expertise."
Before joining Tyson, Mr. Corscadden worked in marketing for Nabisco Biscuit Company and Beecham Products USA.
He holds an MBA in marketing from Columbia University’s Business School in New York City, as well as a bachelor’s degree in history from Marquette University in Milwaukee.
Schwan’s Home Service is a business unit of the Schwan Food Company and it markets and distributes more than 400 frozen foods through home-delivery and mail-order services. Product lines include the company’s signature ice cream, pizza, Choice meats, seafood, ethnic specialties, breakfast items and desserts.