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.
