In a bid to help turn around its sagging financial fortunes, Consolidated Freightways (CF) has hired Frits Kromhout as senior vp of marketing, a new position within the LTL carrier's management team.
Kromhout re-joins CF after seven years in senior level marketing positions with Federal Express. He had been CF's director of marketing and strategic planning from 1989 to 1995. In his new position with CF, Kromhout will be responsible for leading CF's market strategy, planning and development, and will report directly to CEO Pat Blake.
"We are committed to continually improving our marketing focus and strengthening our position as a customer-focused company," said Blake. "Frits will also guide us in refining and solidifying CF's position in the marketplace."
Vancouver, WA-based CF posted a net loss of $36.5 million on first-quarter revenue of $463 million as it lost business to what it calls "growing competitive pricing pressure." Blake said the carrier's revenue decline of 19.4% for the quarter was the result of the difficult economic environment and unusually competitive pressures.
"These factors caused total tonnage to decrease 17.1%, though revenue per hundredweight was up 0.7%," he said.