Mr Minasi had been serving as senior vice president, marketing, overseeing advertising, brand management and marketing strategies. He was also responsible for the company's private-label marketing and online shopping functions. Prior to joining Safeway he held positions with Toys R Us, including director of international advertising and marketing. Steven Burd, chairman, president and CEO, said: "Over the past 11 years, Mike's role and responsibilities have increased considerably. He has been a consistent contributor to Safeway's success."