The Maine Lobster Marketing Collaborative announced this week that Marianne LaCroix will be taking the lead as executive director of the organization.

Lacroix previously served as the marketing director for the Maine Lobster Promotion Council before accepting the role of interim executive director of collaborative after Matt Jacobson stepped down from the position in February.

LaCroix will "continue to oversee the MLMC's mission to promote the core values of the industry — sustainability and traceability, deeply rooted in heritage and tradition — ultimately, driving demand and awareness for live and processed products," according to a press release.

“Over the past several years, we’ve done important work with chefs and tastemakers across the country, spreading the word about Maine Lobster as a premium product,” said LaCroix. “I’m thrilled the board has placed their faith in me and look forward to moving ahead with our plans for the year, which include broadening our scope to all aspects of the supply chain.”

The collaborative has been criticized by the industry for spending its $2.2 million budget, largely sourced through lobster license surcharges, on promotion campaigns that fishermen say they aren't seeing substantial returns on.

Last year the Maine Legislature approved state funding for the collaborative through 2021.