PepsiCo shakes up leadership to revitalize flagship brands
By Felicia Nwosu
In a strategic move to revamp its marketing efforts, PepsiCo has appointed Mark Kirkham as the new marketing leader overseeing its carbonated beverage portfolio, including Pepsi, Mtn Dew, and Starry.
According to Ad Age, Kirkham’s appointment follows a stint at P&G and over a decade at PepsiCo, where he held various marketing roles.
It stated that his expertise is expected to drive growth and innovation across the company’s beverage portfolio.
Kirkham, a seasoned marketing expert, will spearhead brand strategy and creative execution, reporting directly to Greg Lyons, Chief Marketing Officer of PepsiCo Beverages North America.
As PepsiCo navigates volume declines in established brands, Kirkham’s appointment is seen as a key step in revitalizing the company’s marketing approach. Lyons praised Kirkham as a “terrific marketing leader” who will bring a heightened focus on growing the Pepsi brand.
Under Kirkham’s leadership, Pepsi will emphasize food pairings, a crucial occasion for cola consumption, and expand its presence in the food service channel, building on recent wins like the Subway account. Jenny Danzi, Senior Director, will now helm Pepsi brand marketing, while Michael Smith, VP of Marketing, will oversee Starry, Mug, Bubly, and the Future Brands innovation group.
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