Tony Matta joins Kraft as its new CMO, moving back to Canada after a two year stint as VP marketing, North America, at Frito-Lay in Texas. Prior to helming the Pepsico subsidiary in the U.S., he worked as CMO of Frito Lay Canada, as well as senior marketing director at Pepsico in the U.K.

In his newly created position, Matta will be charged with overseeing marketing efforts for Kraft’s beverage, grocery and cheese categories, as well as marketing insights & services and innovation, according to a statement from Kraft.