Dive Brief:

• H-E-B-owned Favor has appointed Fernando Trueba to the role of chief marketing officer (CMO) to develop Favor’s marketing strategy and oversee all marketing operations, the company announced in a press release.
• Trueba brings 16 years of marketing and business experience working for startups and Fortune 100 companies. Most recently he co-founded Luv.it, a startup focused on building a more sustainable, transparent fashion industry.
• Prior to that Trueba helped launch eBay marketplaces in more than 18 markets across Latin America. He also worked for large companies including Microsoft, Johnson & Johnson and Red Bull.

Dive Insight:

On-demand delivery company Favor is in a growth period as it aims to expand its presence across Texas, where it currently serves more than 130 cities, and increase its on-demand delivery business. Trueba is tasked with accelerating the growth of the brand.  

Trueba brings more than marketing experience to Favor. He founded a company, led business development and investor relations, touched on user experience and supported go-to market strategies. His skill set will bring a high level of business acumen to the CMO role and will help Favor establish a stronger marketing strategy. Additionally, Trueba's diverse background with both big brands and growing tech companies working in multiple countries will deepen Favor's executive bench and offer a seasoned perspective to help the company keep pace with the rapid growth of on-demand services.  

Favor has made multiple executive changes in recent months, including promotions for chief revenue officer and chief technology officer. The company also promoted Stephen Pho to president from the role of CFO and COO. 

The executive team continues to report to Favor CEO and chairman Jag Bath, who also serves as H-E-B's chief digital officer. Though Favor shares its headquarters with H-E-B and operates as a subsidiary of the grocer, there is no indication that the two companies will be further integrated. 

While Favor supports grocery delivery for H-E-B, the company is also a source of delivery for virtually anything for its Texas customers. Favor has increased its marketing efforts in recent months with the launch of its first statewide brand campaign complete with TV commercials, digital media, streaming services and sponsorships, the press release said.