# Rosa Checchia

> Rosa Checchia is the chief marketing officer of Dairy Farmers of Ontario, where she leads the work of keeping milk culturally relevant while representing thousands of Ontario dairy farm families. Her career began in customer service at Ault Foods and advanced through more than two decades at Parmalat and Lactalis Canada, where she helped launch Black Diamond Cheestrings and led the integration of Kraft Heinz's natural cheese business. Since joining DFO in December 2020, she has helped evolve its marketing from farmer-centred storytelling into the measurable 'Everybody Milk' platform and, most recently, a care-centred creative strategy.

- **Role:** Chief Marketing Officer at Dairy Farmers of Ontario
- **Organizations:** Dairy Farmers of Ontario, Lactalis Canada, Parmalat Canada, Ault Foods, The Grocery Foundation, Institute of Canadian Agencies
- **Education:** Honours Bachelor of Arts and Science, University of Toronto, Smart Digital Leaders Programme, ESCP Business School
- **Known for:** Played an instrumental role in launching Black Diamond Cheestrings in Canada, which subsequently became a global Lactalis brand., Led the integration of Kraft Heinz's natural cheese business into Lactalis Canada after what DFO described as the largest dairy acquisition in Canadian history., Received a 2019 Star Women in Grocery award in the senior-level category.

## Career timeline

- **1990s** — Began her consumer-packaged-goods career after university as a customer service representative for Ault Foods, later part of Parmalat Canada.
- **1997-2020** — Advanced through brand management, director and vice-president roles at Parmalat Canada and Lactalis Canada across cheese, tablespreads, yogurt and cultured products.
- **Early career** — Played an instrumental role in launching Black Diamond Cheestrings in Canada; the brand later expanded globally within Lactalis.
- **2019** — Named a senior-level Star Women in Grocery winner while serving as vice-president of marketing, cheese, at Parmalat Canada.
- **2019** — Led the integration of Kraft Heinz's natural cheese business into Lactalis Canada following a major Canadian dairy acquisition.
- **2020-12** — Joined Dairy Farmers of Ontario as chief marketing officer.
- **2021** — Helped establish the 'Everybody Milk' masterbrand platform with creative agency Broken Heart Love Affair.
- **2023** — Served on the advisory board for Strategy's CMO Forum; DFO also launched its Milk Masters culinary series.
- **2025** — Named to the Effie Canada Grand Jury and helped guide the evolution of DFO's platform toward care-centred creative work.
- **2026** — Continued as DFO chief marketing officer, discussing the care-centred strategy publicly and serving as an Effie Awards final-round judge.

## Achievements

- Played an instrumental role in launching Black Diamond Cheestrings in Canada, which subsequently became a global Lactalis brand.
- Led the integration of Kraft Heinz's natural cheese business into Lactalis Canada after what DFO described as the largest dairy acquisition in Canadian history.
- Received a 2019 Star Women in Grocery award in the senior-level category.
- Helped lead the 'Everybody Milk' platform, which DFO reported produced a 5.6% lift in key perceptions and a 15.5% increase in likelihood to purchase after exposure to the work in Ontario.
- Selected for the 2025 Effie Canada Grand Jury and as a 2026 Effie Awards final-round judge.
- Served on the Toonies for Tummies Steering Committee for The Grocery Foundation.

## Latest updates

- **2026-07** — DFO released a summer campsite edition of Milk Masters, with Checchia credited as the brand's chief marketing officer.
- **2026-06** — DFO released a bedtime-themed 'Pillow Pitcher' campaign, with Checchia credited as chief marketing officer.
- **2026-03** — DFO launched a winter edition of Milk Masters 'On the Moove.'
- **2026-02** — Checchia discussed DFO's care-centred creative strategy and the evolution of 'Everybody Milk' in an LBB interview.
- **2026** — Selected as a final-round judge for the 2026 Effie Awards Canada.
- **2025** — Served on the Effie Canada Grand Jury.

## Links

- Website: https://milk.org
- LinkedIn: https://www.linkedin.com/in/rosa-checchia-27449926

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Profile page: https://yespress.io/rosa-checchia
Published by YesPress — https://yespress.io
Last updated: 2026-08-24