Filipino American grocery chain and seafood market Island Pacific Supermarkets announced Friday the appointment of Christine Peebles as its new chief marketing officer. 

Peebles most recently served as CMO at Me & My Big Ideas, where she led marketing, content, product management/development and sourcing teams. During her time as CMO, she also launched the company's Disney licensing partnership, the press release noted. Prior to the promotion to CMO, she was the company’s vice president of product management/brand for nearly three years, according to her LinkedIn profile.

Peebles has worked in marketing for Avery Products Corporation, Nestlé, PepsiCo and The Hershey Company. Island Pacific’s announcement notes her accomplishments as driving revenue and profit growth as well as overseeing comprehensive brand strategies. 

“Her exceptional background in strategic brand building, proven track record in the CPG industry, and passion for our mission make her the ideal leader to propel our marketing efforts forward,” Nino Jeff Lim, founder of Island Pacific, said in a statement. 

Peebles was raised in the Philippines from infancy until the age of four and maintained a connection with her Filipino heritage, the grocer noted. Her appointment “further strengthens the company’s commitment to serving its diverse customer base and celebrating Filipino food and culture,” Friday’s announcement noted.

Peebles’ will serve as CMO for all 18 Island Pacific locations throughout California and Nevada, many of which have company-owned bakeries and restaurants.