PepsiCo Confirms Marketing Changes
PepsiCo has confirmed the restructuring of its beverage marketing group, announcing the creation of a global beverages group.
As first reported on AdAge.com last week, the company has created three new marketing roles, with an eye toward embracing a more global approach. The three executives will take on various duties handled by Jill Beraud, chief marketing officer-PepsiCo beverages America. Ms. Beraud has chosen to leave the company amid the restructuring.
According to executives familiar with the matter, PepsiCo sent out a flurry of memos announcing the changes today. Company executives also held a town-hall-style meeting to discuss the changes this afternoon.
Lorraine Hansen, a Kraft Foods alum, has been named senior VP-global hydration, according to an internal memo. In that role, she will be charged with developing global strategies for brands such as Aquafina and SoBe. Most recently, Ms. Hansen led Kraft's coffee and tea division, with responsibility for Maxwell House, Starbucks and Gevalia.
Internal memos also confirmed the appointment of Brad Jakeman, former exec VP-chief marketing officer at gaming giant Activision Blizzard. He will фокус on trademark Pepsi, as well as the company's other soft-drink brands. His title will be president-global enjoyment and chief creative officer. Simon Lowden, who currently has a chief marketer role for Pepsi International, has been named chief marketing officer of PepsiCo Beverages Co., which has responsibility for North American beverages excluding Gatorade and Tropicana.
All three executives will report to Massimo d'Amore, who will be charged with leading the global beverages group. Mr. Lowden will also report to Eric Foss, CEO of Pepsi Beverages Co.