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MiningCo.com Appoints Senior VP of Marketing

Internet guide network MiningCo.com in New York City named John Caplan to the newly created position of senior vice president of marketing.

Caplan comes to MiningCo.com from New York-based consumer marketing and advertising agency Berenter Greenhouse & Webster, where he led the business development effort and developed the marketing plans for Starbucks Coffee Co.'s Eastern Region, Gardetto's Snack Mix, Caldor and others as director of marketing.

"John is a proven expert at finding 'out-of-the-box' strategies to build consumer brands and drive people into stores to try and buy," said Bill Day, COO of MiningCo.com.

Prior to Berenter Greenhouse & Webster, Caplan was president of Advertising & Diversity, a marketing strategy and communications firm in New York. While there, Caplan helped launch AriZona Iced Tea in 1994. He was responsible for the initial brand positioning, marketing and advertising strategies.