REDWOOD CITY, CALIF. — Meat alternative company Impossible Foods recently created a new position, chief marketing and creative officer, which Leslie Sims will fulfill. On Jan. 1, 2023, Sims will join the company from Deloitte Digital, where she built a modern, multidisciplinary demand marketing engine in her role as US chief creative officer of Deloitte Digital.

“Leslie is the proven creative marketing powerhouse that we need to bring our products and promise to the masses,” said Peter McGuinness, chief executive officer at Impossible Foods. “The plant-based meat category is in its infancy and despite our growth, most of the country still hasn’t heard of us. We have a real opportunity to create and build not just our own brand, but the entire category through greater awareness, approachability and accessibility. Leslie knows how to set the creative vision for brands and businesses in hypergrowth, build and lead high-performing teams, and create emotional connections with consumers.”

Bringing over 25 years of leadership experience at advertising agencies, Sims joined Deloitte Digital in 2021. Before her time at Deloitte Digital, Sims served as US chief creative officer for Ogilvy as well as for Young and Rubicam.

Sims brings food industry marketing experience, working with restaurants and brands like Burger King, Joe’s Crab Shack and Macaroni Grill. She has produced award-winning work for Fortune 500 businesses and brands, including IBM, General Mills and Girl Scouts, among others. Her work has been recognized by global award shows, including Webby Awards, Cannes Lions, The One show, Clios and Effies.

Currently, Sims serves on the board of directors for The One Club for Creativity and for the Clemson University Erwin Center.

“To be offered the chance to set the tone and define the marketing narrative for such an important brand at this level is a once-in-a-career opportunity,” Sims said. “Impossible is the ultimate category disruptor for good. It’s one of the few companies in the world where, as the company does well, so does the planet. Nothing’s more motivating than that.”

Sims’ appointment comes not long after Impossible Foods’ restructuring and layoffs of 6% of its employees.