Albert Heijn exec to head up Ahold Delhaize USA's Peapod brand

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Albert Heijn exec to head up Ahold Delhaize USA's Peapod brand

By David Salazar - 11/08/2018
Ahold Delhaize USA has tapped a company veteran as Peapod's new president.

The company has appointed Selma Postma brand president, effective Jan. 1, 2019. Most recently, Postma was the general manager of Albert Heijn online.

“We’re extremely pleased to have Selma to serve at the helm of Peapod,” said JJ Fleeman, chief e-commerce officer and president of Peapod Digital Labs. “Selma has a proven track record of building an omnichannel experience at Albert Heijn, where she accelerated online growth to more than 20 percent annually and launched several customer-facing solutions, such as the popular mobile app, Appie, single sign-on with bol.com, the largest online, non-food retailer in the Netherlands, and much more. We are confident her expertise will accelerate the e-commerce experience for Peapod customers and continue to grow sales.”

Postma has spent nearly 20 years at Albert Heihn, Ahold Delhaize’s largest grocer in the Netherlands. During her time managing its online strategy, she optimized the chain’s website and created custom features, including voice assistants and subscription services. Her tenure saw online sales grow more than 20% annually, the company said.

“I’m very excited to join Peapod, which has a great 30-year heritage in e-commerce to build upon as we look to future growth,” said Postma. “I look forward to working with the team that has built this strong brand, along with Peapod Digital Labs and the great local U.S. brands of Ahold Delhaize, to continue to accelerate sales and deliver a world-class consumer experience.”

Postma will relocate to Chicago with her husband and three children, the company said.

“I’m very excited to see Selma take up this important role at Peapod, one of our great local brands and the leading U.S. online grocer, as we are stepping up efforts to further accelerate U.S. e-commerce growth,” said Ahold Delhaize president and CEO Frans Muller. “Her deep knowledge of food retail and online expertise make Selma the right person to lead Peapod into the next phase. Selma’s appointment is a testimonial to the deep talent pool within Ahold Delhaize and it shows how we can share best practices and knowledge across the group.”

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