This week United Natural Food Inc. (UNFI) announced the addition of Amanda Helming as Chief Marketing Officer, effective July 13.

Helming most recently serving as CMO for UNO Restaurant Holdings Corporation. In this position, she led all marketing, product, communications, and promotion strategy.

As UNFI’s new CMO, Helming will oversee the wholesaler’s private brand portfolio, branding and creative, and communications. She will report directly to UNFI President, Chris Testa.

Chris Testa, President, United Natural Foods, Inc. “Amanda brings a wealth of brand marketing and strategic thinking to UNFI along with a track record of successful brand transformations,” said Testa. “Her expertise in retail and consumer packaged goods will benefit us as we continue driving our Brands+ products into more stores and more home pantries. Under her leadership, we also expect to better align all our marketing and communication initiatives to support key stakeholders: customers, suppliers, associates, and community partners. Amanda is a great addition to our team and I’m looking forward to working closely with her to develop strategies that help strengthen UNFI’s brands and communications.”

Prior to her position with UNO’s, Helming spent seven years at Dunkin Brands, most recently serving as Vice President, Brand Strategy, Global Consumer Insights, and Pricing for Dunkin U.S. During her tenure at Dunkin’, she created and scaled the brand’s first national value strategy, led the brand’s marketing function, and overhauled the menu, resulting in record-breaking category growth including the re-launch of the Espresso platform. Additionally, she served as chief strategist for the rebrand to “just Dunkin.”

Before this, Helming worked at General Mills, Disney, and ESPN Media Networks. She holds a Master of Business Administration from the Tuck School of Business at Dartmouth and a Bachelor of Arts degree from Middlebury College.