LOS ANGELES — Aspire Bakeries has promoted Chris Prociv to chief commercial officer – retail.
In this new role, Prociv will lead marketing and R&D functions in addition to the retail business unit, which includes national and regional retail customers. She will manage the La Brea Bakery, Otis Spunkmeyer and La Francaise Bakery brand as well as a 33-person team.
With more than 30 years of experience and past roles at companies such as Kraft Foods, Conagra Foods and General Mills, the senior business leader brings brand management, innovation, strategy and marketing skills to her new position.
She holds a BA in economics from Barnard College at Columbia University as well as an MBA from Harvard Business School.
Prociv joined Aspire Bakeries in September 2020 — then known as ARYZTA North America — as VP of marketing and innovation and later promoted to SVP of marketing and innovation. She maintained that role following the company’s 2021 sale to private equity firm Lindsay Golberg. In May 2021, ARYZTA North America rebranded to Aspire Bakeries with a focus on strategic growth across its core brands.
“I am so proud to be on this journey with Aspire Bakeries,” Prociv said. “I am excited for what’s ahead for the business and for the next chapter in my professional growth.”
