CINCINNATI — Gil Phipps has been named vice-president of branding, marketing and the Our Brands private label business for the Kroger Co., effective Aug. 15. Mr. Phipps was previously vice-president of Our Brands.

Mr. Phipps joined Kroger in 2012, when he was tasked with evolving the Our Brands platform and adding new brands that would resonate with consumers. He was “instrumental” in introducing Kroger’s Simple Truth brand, the company said, which is now the largest natural and organic brand in America with more than $2 billion in annual sales.

“The retail industry is dynamic, exciting and changing, and I’m thrilled to take on this role at this very moment to transform the way Kroger connects with our customers to elevate our brand across America,” Mr. Phipps said. “We will continue to build on how we use data points powered by 84.51° (data analytics) to create marketing communications and experiences that are even more relevant, meaningful and personalized.”

Before his time with Kroger, Mr. Phipps spent 11 years at H-E-B, first as brand manager and eventually rising to the leader of H-E-B’s store brands program. Earlier, Mr. Phipps was a brand manager for Hormel Foods Corp. and Guiltless Gourmet. He began his career in 1987 as a store director for Fresh Plus Grocery in Austin, Texas.

“We are fundamentally changing how we market to and engage with our customers, and Gil is the perfect talent — a personality full of creativity, imagination and fun who loves food and new meal experiences — to lead the way,” said Stuart Aitken, group vice-president and chief executive officer of 84.51° for Kroger. “Kroger’s new marketing approach is more engaging, cross-functional, data-driven and customer-led in support of Restock Kroger. As we redefine the customer experience, we are using compelling marketing communications to create uplifting connections with our shoppers that earn even more of their sales, trust and loyalty.”