- Kenneth Hein

7-Eleven announced today that Rita Bargerhuff has been promoted to CMO. Previously, she had served as the convenience store chain’s vp of marketing.

Bargerhuff, who joined the company in 2005, will oversee all advertising and marketing initiatives for 7-Eleven products and services in the U.S. and Canada. She reports directly to 7-Eleven president and CEO Joe DePinto, and will serve on the company’s executive committee.

During her tenure, Bargerhuff has helmed everything from the chain’s fresh foods program to its transformation into 11 Kwik-E-Marts as part of a tie-in with The Simpsons Movie. The latter won the chain a number of honors, and is currently among the nominees for AdweekMedia Group’s “Promotion of the Decade.”

Bargerhuff also oversaw the launch of the private-label brand 7-Select and, this month, introduced the 7-Eleven TV digital signage network. It is currently installed in 60 stores and is on course to roll out to more than 6,200 stores by the end of 2010.

7-Eleven spent $7.6 million on media for the first eight months of this year (excluding online), per Nielsen. Last year, it spent $5.5 million.

“In this expanded role, Rita’s leadership will enable 7-Eleven to achieve its objective of satisfying customer convenience through better understanding of our customers,” said DePinto, in a statement. “Her expertise, experience and creativity will support 7-Eleven in growing its market share by awareness and exposure of 7-Eleven’s proprietary businesses of fresh food and beverages, like Slurpee drinks and coffee. She will lead the further development of our brand and take our marketing efforts to the next level.”