REDWOOD CITY, CALIF. — Plant-based protein producer Impossible Foods has hired Leslie Sims as chief marketing and creative officer, effective Jan. 1, 2023.

Ms. Sims will oversee Impossible’s marketing and creative functions as the company plans to significantly expand its consumer awareness amid growing consumer interest in plant-based brands.

“Leslie is the proven creative marketing powerhouse that we need to bring our products and promise to the masses,” said Peter McGuinness, chief executive officer of Impossible. “We have a real opportunity to create and build not just our own brand, but the entire category through greater awareness, approachability and accessibility. Leslie knows how to set the creative vision for brands and businesses in hypergrowth, build and lead high-performing teams, and create emotional connections with consumers.”

Ms. Sims was most recently the US chief creative officer of Deloitte Digital and has held similar executive positions at marketing agencies such as Ogilvy, Young & Rubicam and McCann Worldgroup.

She holds a bachelor’s degree in marketing from Clemson University.