That’s it. has named Elizabeth Pigg as chief marketing officer. 

In her new role, Pigg will focus on developing a data-driven, digital-first approach to the marketing strategy of the healthy snacking company and its expanding portfolio of plant-based snacks.

 Pigg’s promotion to CMO comes after a one-and-a-half-year tenure as vice president of marketing for That’s it., where she was responsible for restructuring and rebuilding the company’s marketing department. During this time, she grew the team by 75 percent by adding specialized functions such as public relations, e-commerce, paid media and social media and influencer programs. 

Since joining, Pigg has taken a trailblazing approach to digital marketing and e-commerce for the brand – for example: launching a 2020 advertising program with Instacart when advertising was still in beta testing on the platform and starting the brand’s TikTok account in the early days of the COVID-19 pandemic.  

 “At a time when many companies are struggling with the expanding role of the CMO, we see huge opportunity in having a digital expert at the helm of our marketing team,” said That’s it. founder and CEO Dr. Lior Lewensztain. “We’re confident that Elizabeth will continue to guide our e-commerce and digital marketing transformations, ensuring our continued success in the evolving CPG marketplace.”

 Pigg joins a leadership team at That’s it. that skews heavily female, with women making up 75 percent of the company’s C-suite. Prior to joining That’s it. as vice president of marketing in 2020, Pigg had a nearly two-decade-long tenure at leading public relations firm Edelman, where she was SVP of paid media and influencer marketing, most notably spearheading the digital business for Ben & Jerry’s for four years.