Chapel Hill, North Carolina, United States – November 2024 – Greta Barker has joined Primo Partners as the Vice President of People Operations & Culture. In this new role, Greta will oversee the HR and payroll teams, drive initiatives in inclusivity and diversity, and focus on leadership development to foster a supportive and values-driven workplace culture. Her holistic approach aims to create an empowering environment for employees, aligned with Primo Partners’ people-first mission.
Prior to joining Primo Partners, Greta spent nearly eight years as a Global Communications Specialist at Ben & Jerry’s. In this role, she led internal communications and acted as the primary storyteller for the brand, enhancing connectivity across 900 employees worldwide. Greta championed Ben & Jerry’s mission through narrative-driven initiatives, organized community-centric events, and developed crisis communication strategies to maintain consistency and accountability in the brand’s messaging.
Before that, Greta held the position of Franchise Communications Specialist at Ben & Jerry’s for approximately eight years, where she led internal and external communications for franchised and company-owned scoop shops. Her leadership in project management included developing communication channels and creating the ‘Scream and The Scooper News’ newsletters, strengthening alignment with the brand’s initiatives across 250 locations.
In her earlier career, Greta managed franchise sales as Franchise Sales & Licensing Specialist at Ben & Jerry’s. Over nearly nine years, she oversaw every step of the franchise sales and development process, guiding candidates from initial interest through final agreements. Her efforts helped grow the franchise network, and she developed an innovative online brochure that bolstered brand awareness.
Greta’s journey began with roles in customer service and hospitality at Ben & Jerry’s. She served as a Hospitality Specialist at the Waterbury plant and previously as a Scoop Host Shift Lead, roles that immersed her in the brand’s core values of customer engagement and community spirit. Her early experiences cultivated a foundation in relationship building and team management, which continue to be central to her work.
About Primo Partners
Primo Partners is a black-owned multi-unit, multi-brand organization recognized for excellence in franchising, real estate, and leadership development. Led by operating partners Phillip Scotton, Antonio McBroom, and Eric Taylor, Primo Partners emphasizes community impact and innovation in all its ventures, aiming to uplift communities through dedicated leadership and a focus on sustainable growth.
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