•
LOCATION
INDUSTRY
REVENUE
OPPORTUNITY TYPE
WHAT HAPPENED
According to Osher Hoberman’s LinkedIn profile, he is now Chief Marketing Officer for Mars Snacking North America’s Better-for-You portfolio, which includes KIND, RXBAR, Special K, Pure Organics, Nutri-Grain, and Kashi.
The move follows Hoberman’s prior role as CMO of KIND and earlier Mars roles spanning M&A strategy, global strategy, and brand leadership across Snickers, Twix, Milky Way, 3Musketeers, and Skittles.
WHY IT MATTERS NOW
This is a CMO Moves signal, but the stronger agency-relevant context is portfolio integration. Hoberman’s Better-for-You remit intersects with Mars’ post-Kellanova snack portfolio, where legacy Mars and Kellanova brands now sit closer together.
Hoberman’s background appears relevant because it combines brand-platform work, retail strategy, M&A-driven portfolio expansion, and media experimentation. At KIND, he led a 40+ person team across Brand, Ecommerce, Omni Media, Consumer Insights, Communications, Design, and Trade Marketing, which suggests a sophisticated hybrid model rather than a simple agency replacement signal.
SUGGESTED ANGLE
Agencies with Better-for-You CPG, portfolio brand strategy, shopper activation, or campaign-platform depth may find Mars worth watching as Hoberman’s role intersects with post-Kellanova integration and recent KIND marketing activity. The most credible angle is not “new CMO means agency review.” It is that Mars may need to keep brand meaning, retail activation, and campaign execution coherent across a more complex Better-for-You portfolio.
The pitch should lead with the specific portfolio challenge around KIND, RXBAR, Special K, Nutri-Grain, and Kashi, not with a generic new-CMO message. Avoid pitching a broad agency roster shakeup, since Mars already has current global agency coverage and brand-level partner status remains unclear.
CONFIDENCE & CAVEATS
This is best read as a directional agency signal around Better-for-You portfolio integration and marketing leadership, not a confirmed agency search. Hoberman’s current role is LinkedIn-supported, and no active RFP or review tied specifically to him has been verified.
KEY CONTACTS
Chief Marketing Officer
RELEVANT SERVICES
RELEVANT INDUSTRY
OVERVIEW
You are viewing a preview.
Get full access to the complete analysis, strategic angles, key contracts, and all Daily Leads.
Qualified teams receive 14 days of access to NextBigWin Pro.
