Hy-Vee announced Tuesday the appointment of Jessica Hendrix as executive vice president, chief marketing officer and president of Hy-Vee’s retail media network RedMedia, effective April 16. 

In her new role, Hendrix will oversee Hy-Vee’s marketing efforts as well as lead RedMedia’s growth and strategic operations. She will report to Donna Tweeten, president of Hy-Vee, according to the press release. 

Hendrix has nearly 25 years of experience in retail and joins Hy-Vee from the full-service and shopper marketing agency Saatchi & Saatchi X where she served in leadership roles for 17 years, most recently as the company’s president and CEO. In addition to Saatchi & Saatchi X, she worked for T-Mobile and United States Cellular, per her LinkedIn profile. 

With Hendrix’s onboarding, Anna Stoermer, Hy-Vee’s executive vice president, will transition from the role of chief marketing officer to chief merchandising officer. Stoermer has been with the grocer for more than a decade, holding executive roles for nearly three years, according to Stoermer’s LinkedIn profile. 

Hy-Vee expanded its retail media team earlier this month with the appointment of two executives to RedMedia: a new senior vice president and a new vice president of operations.