BluGlacier, the joint sales arm for Chilean salmon producers Salmones Blumar and Ventisqueros, has hired Evelyn Torres as its chief marketing officer.
Miami, Florida, U.S.A.-based BluGlacier sold more than 60 million pounds of salmon valued over USD 300 million (EUR 272 million) in 2019, to U.S. retailers including Walmart, CostCo, and Kroger, according to the company. Torres has been charged with “spearhead[ing] the efforts to elevate the brand’s presence in North America.”
According to her Linkedin profile, Torres joined BluGlacier in August 2019. Her prior employers Deloitte, Nielsen, and Anheuser-Busch InBev.
“In her new role, Torres will serve as a creative leader in BluGlacier’s Miami office with the responsibility of linking the innovations of the product line to the customer-focused operations of the business units to build the brand for North America. She is focused on the go-to-market strategy to create consumer awareness, and drive customer preference for the brand through all channels,” the company said in a press release. “Torres’ immediate plans involve the introduction of consumer-facing initiatives inclusive of strategic brand partnerships and revamping of the go-to-market strategy.”
Since she began at BluGlacier, Torres led an effort to have the company named the official salmon partner of Miami City Ballet Gala, partnered with the South Beach Food and Wine Festival, and has overseen an overhaul of the company’s website.
“Marketing is new to the salmon industry since most sales tactics are focused on B2B initiatives,” Torres said. “Salmon has traditionally been a commodity business hedging prices based on supply and demand. My role is to challenge this conversation and build an appealing B2C lifestyle marketing strategy, and a team that will position BluGlacier as an industry leader for sustainable ocean-raised salmon.”
BluGlacier CEO Sebastian Goycoolea said hiring Torres is the company’s “first step to evolve into a consumer-facing lifestyle brand through the addition of a seasoned marketing team.”
“Our consumers and partners are at the heart of everything we do, and that focus is reflected in our mission to become a superior wellness company in addition to being a reliable source of protein,” Goycoolea said. “We are delighted to have Evelyn on board as her extensive background in marketing and consumer experience will further the success of BluGlacier.”
Photo courtesy of Evelyn Torres/LinkedIn
