Papa Murphy’s named Laura Szeliga its new chief marketing officer effective February 21.

With Papa Murphy’s, Szeliga will have responsibility for the development and implementation of breakthrough, insight-based brand strategies, and marketing plans designed to drive profitable sales.

Szeliga joins Papa Murphy’s from Provide Commerce, most recently serving as senior vice president and general manager for the organization’s ProFlowers brand. In this role she was directly accountable for the ecommerce business, and led new website improvement programs, new-to-world product innovations, and innovative partnerships.

“Laura’s extensive experience in spearheading proven marketing strategies for food and retail industry front-runners demonstrates she is the right candidate to lead Papa Murphy’s marketing strategy into the future,” says Weldon Spangler, CEO of Papa Murphy’s. “We are incredibly pleased to welcome Laura to Papa Murphy’s.”

Prior to ProFlowers, Szeliga was vice president and general manager of Provide Commerce’s Shari’s Berries brand, where she launched new, integrated brand marketing strategies and customer experience programs that drove measurable increases in new customer acquisition and retention. Her tenure at Provide Commerce is preceded by leadership roles at TIMEX, Dean Foods, Kraft Foods, and Kraft Foods International, as well as The Gillette Company.

“I look forward to working with the Papa Murphy’s team,” said Szeliga. “Papa Murphy’s is a company that offers a unique, quality and one-of-a-kind product to its customers, and I am excited to help introduce the brand and all it stands for to even more consumers.”