CHARLOTTE, N.C. - LendingTree Inc. has hired Tom Reddin, a top marketing executive, from the Coca Cola Co., saying it plans to begin a $50 million marketing campaign in the first quarter.

"We are looking forward to utilizing the talents of Mr. Reddin as we create and implement new marketing efforts," said Doug Lebda, founder and chief executive officer of LendingTree, which runs a mortgage loan marketplace on the Internet.

Announcing the appointment Tuesday, Mr. Lebda said Mr. Reddin's "unique branding experience" would "strengthen the effectiveness of communicating our message to both the public and the business-to-business audiences." He was the vice president of Coca Cola USA responsible for marketing the soft drink brand.

Mr. Reddin, 39, also has worked for Kraft General in various brand management capacities, including the creation of Oreo O's cereal and the launching of the Post Waffle Crisp cereal business.

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