Plant-based meat brand Impossible Foods has hired Leslie Sims as its chief marketing and creative officer, a newly created role at the growing brand.
Sims will join Impossible Foods from her role as U.S. chief creative officer at Deloitte Digital on Jan. 1, 2023.
“To be offered the chance to set the tone and define the marketing narrative for such an important brand at this level is a once-in-a-career opportunity,” said Sims, in a statement. “Impossible is the ultimate category disruptor for good. It’s one of the few companies in the world where, as the company does well, so does the planet. Nothing’s more motivating than that. I’ve loved my time at Deloitte Digital, it’s been a privilege to help build and connect the team across the US — it’s a powerhouse group supercharged with talent — and they’ve made some of my most favorite work of my career these past two years. But I’m so excited and looking forward to meeting and digging in with the entire team at Impossible to help them grow and change the world.”
Sims joins the team as Impossible Foods has seen significant growth in its retail business. The company has reported a 60% increase in retail sales in the past year and continues to roll out new products. Sims will be tasked with leading marketing and creative as the company continues to grow its brand.
Prior to Deloitte, Sims was U.S. chief creative officer for Ogilvy and also Young and Rubicam, leading creative teams to build brands and drive demand. She has created award-winning work for a range of brands including: IBM, General Mills, Mastercard, Staples, Girl Scouts, Pfizer and Land Rover.
“Leslie is the proven creative marketing powerhouse that we need to bring our products and promise to the masses,” said Peter McGuinness, CEO of Impossible Foods, in a statement. “The plant-based meat category is in its infancy and despite our growth, most of the country still hasn’t heard of us. We have a real opportunity to create and build not just our own brand, but the entire category through greater awareness, approachability and accessibility. Leslie knows how to set the creative vision for brands and businesses in hypergrowth, build and lead high-performing teams, and create emotional connections with consumers.”
