Pressed Juicery announced Michelle Peterson as Chief Marketing Officer. In her role, Peterson will spearhead marketing, consumer insights, creative and innovation for the growing cold pressed juice and plant based products brand, drawing on her experience with food and packaged goods in addition to multi-unit brands.

Peterson’s extensive marketing experience includes a proven track record of brand building and strategic growth. Prior to joining Pressed Juicery, Peterson served as the Global Brand Vice President of Holiday Inn Express for InterContinental Hotels Group and as the Vice President for LifeSpa, a division of Life Time Fitness. Michelle previously spent over 15 years in Brand Management at General Mills holding various leadership positions in marketing, strategic growth channels and new product innovation, including leading the transformation of both the Betty Crocker and Pillsbury brands.

“I’m so excited to lead the evolution of the Pressed brand, guide our innovation and build a consumer-centric focus across the organization,” says Peterson. “We are a brand of choice for health and wellness consumers, particularly at a time when it is most needed.  The future is bright as we reimagine the brand and continue to make it accessible and delicious to follow a plant-forward lifestyle.”

In her role, Peterson will drive strategy to make it even more approachable for existing and new customers to develop new routines with Pressed Juicery by offering a more 360° approach to a plant based lifestyle.

“We’re excited to welcome Michelle to the team to help us elevate and broaden our approach to how we reach and serve our customers,” says Pressed Juicery CEO Pawan Kalra. “Her experience with brand building, customer engagement, innovation, and health and wellness will support our mission to make Pressed Juicery more accessible to all consumers.”