• by Nina Lentini  @Nina_Lentini, January 5, 2007

Jenny's got a new director of branding and advertising.

Steve Bellach, a marketing executive with more than 20 years experience in advertising, brand development and direct response, is joining Jenny Craig, the Carlsbad, CA-based weight-loss company.

Bellach, who has held senior marketing positions at Cadbury, Kraft and Pillsbury, will be responsible at Jenny Craig for development of its broadcast and print advertising programs as well as optimizing the brand strategy across all communication channels.

Bellach, who is "very excited" to be at the company, said yesterday that Kirstie Alley will remain as a spokesperson for Jenny Craig in advertising and by blogging. "She's doing a great job for us," he said of the actress, who signed a year-long contract in November. For Jenny Craig, peak membership enrollment periods are January, April (just before bathing suit season), and September.

Bellach most recently operated a marketing strategy consulting practice in San Diego. From 2000 to 2004, he led marketing and consumer response activities as chief marketing officer for Proflowers, the leading direct-from-grower on-line florist, and as vice president of marketing for Next Proteins, the fastest-growing protein-based supplement company in the industry.

From 1996 to 1999, Bellach was senior director of marketing for Tropicana North America, where he managed brand marketing activities for its juice portfolio with $2.2 billion in retail sales.

Jenny Craig is one of the largest classroom diet firms in the world. It owns or franchises about 650 centers in Australia, Canada, New Zealand, Puerto Rico, and the U.S. Nestle acquired Jenny Craig for $600 million in June.