Los Angeles-based That’s it. has announced that Elizabeth Pigg has been named chief marketing officer of the healthy snacking company. In her new role, Pigg will focus on developing a data-driven, digital-first approach to the marketing strategy of the rapidly growing CPG brand and it’s expanding portfolio of plant-based snacks.
Pigg’s promotion to CMO comes after a 1.5-year tenure as vice president of marketing for That’s it., where she was responsible for the restructuring and rebuilding of the company’s marketing department. During this time, she grew the team by 75% by adding specialized functions like public relations, e-commerce, paid media, and robust 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, in addition to starting the brand’s TikTok account in the early days of the Covid-19 pandemic and evolving it into what is today a full-funnel priority channel.