Massimo Zanetti Beverage USA has named Eric Van De Wal senior vice president of sales and marketing.

In his new role, Van De Wal will be responsible for executing corporate strategic plans for sales and marketing designed to maintain and grow MZB-USA’s role as a coffee industry leader.

“Eric is recognized as a strategic marketing executive with extensive experience in brand management, product innovation and driving profitable growth in multiple consumer packaged goods categories,” said MZB-USA President and Chief Executive Officer John Boyle. “His considerable experience in product development and innovation will play a crucial role in the continued success of our business. We’re pleased that he’s joined us here at MZB-USA and welcome him to Hampton Roads, the caffeine capital of the East Coast.”

Van De Wal’s career spans increasingly senior positions at major companies such as Mars, Johnson & Johnson and Snyder’s-Lance. Throughout his career as a senior executive, Van De Wal is credited for the implementation of new brand strategies and product innovation, along with building strategic customer partnerships and pinpoint execution, which have resulted in breakthrough growth and category-leading sales on a global scale.

Van De Wal received a Bachelor of Science degree in business administration from Montclair State University in 1988; completed the Executive Business Program of the Darden School of Business at the University of Virginia in 1996; and earned his Master of Business Administration from Rensselaer Polytechnic Institute, Lally School of Management in 1998.