Currently serving as president and chief operating officer of Hostess Brands, LLC, Rich Seban is a veteran executive in the consumer packaged goods field, with more than 30 years experience in sales, marketing and product innovation. He recently played a key role in leading the comeback of the Hostess brand, as the iconic snack cakes returned to shelves in July of 2013 after an eight-month absence.
Seban joined Interstate Brands Corporation (IBC), owner of numerous brands including Hostess and Wonder bread, as chief marketing officer in 2005, charged with reinvigorating product development and reenergizing sales and marketing by placing a premium on speed, focus and innovation. He later served as chief customer officer and chief operating officer of the company, which changed its named to Hostess Brands, Inc. in 2009. He was named president of the new Hostess Brands, LLC, which was formed following the acquisition of the Hostess brand by investors Metropoulos & Co. and Apollo Global Management in 2013.
Prior to joining IBC, he was president and chief operating officer of High Liner Foods, Inc. (TSX: HLF), a Nova Scotia-based processor and marketer of superior frozen seafood and pasta products. While at High Liner Foods, Seban, who had full responsibility for the U.S. division, led the company into new strategic business channels and successfully launched major new products.
From 1995 to 2000, Seban was vice president of consumer products at Rich SeaPak Corporation, where he managed sales, marketing and customer service functions for the company's warehouse clubs and consumer products divisions. Previously, he held several positions at Sara Lee Bakery, including vice president of customer marketing. At Sara Lee, he successfully restaged the core product line, developed a new advertising campaign, introduced new products and re-engineered the sales, pricing and promotion systems.
Earlier in his career, he held positions at the Campbell Soup Company and Henri's Food Products.