DALLAS — Borden Dairy Co. is bolstering its leadership team with the addition of two beverage industry veterans, both filling newly created positions. Barry Card has been appointed vice-president of go-to-market, and Patrick George has been named vice-president of engineering.

“We are thrilled to welcome Barry and Patrick to Borden,” said Tony Sarsam, chief executive officer of Borden Dairy. “Both of them are key to our plans to innovate and grow. Borden is dedicated to being at the forefront of our industry, and we’re excited to develop new products and new markets. Having Barry to lead the go-to-market strategy and Patrick to lead engineering will be crucial to reaching those goals. I’m looking forward to building Borden’s future with them both.”

As Borden’s vice-president of go-to-market, Mr. Card will be responsible for developing and implementing a go-to-market strategy, including route design and a focus on customer service. He will manage distribution route design and analytics functions at both the company’s headquarters and in the field.

Mr. Card joins Borden from PepsiCo, Inc., where he most recently was global director of go-to-market systems capability. He also spent 27 years in various route management and go-to-market strategies roles at Frito-Lay, eventually becoming go-to-market director of the West division.

“Barry has an exceptional track record in the packaged goods industry,” Mr. Sarsam said. “We are extremely pleased to have someone with his abilities to help lead Borden’s outstanding field teams. We know Barry can help to improve productivity and spur sales growth through route management, and we look forward to his innovative, analytic-based contributions.”

"Borden is dedicated to being at the forefront of our industry, and we’re excited to develop new products and new markets." — Tony Sarsam, Borden Dairy

Patrick George, new vice-president of engineering for Borden, will be tasked with developing and driving “functional excellence” within the company’s capital investment strategy and fixed asset management, Borden said. He also will partner with the operations and distribution teams.

Mr. George comes to Borden from Dr Pepper Snapple Group, where he was director of engineering for 12 years. Prior to that, he spent 10 years at Western Container.

“Patrick’s long experience and great success in developing effective design, engineering and manufacturing strategies are a perfect fit for Borden,” Mr. Sarsam said. “Patrick will help us deliver on our new focus on innovation through his data-driven yet creative approach to designing products, packaging, and operations. His work will be key to our strategic vision.”