Pepsi has tapped Seth Kaufman as its new head of marketing.
Mr. Kaufman replaces Angelique Krembs who is taking on a new role as VP-field marketing and innovation for North American Beverages. As the VP-brand marketing for colas, Mr. Kaufman will report directly to Simon Lowden, CMO of Pepsi Beverages North America.
Most recently, Mr. Kaufman served as VP-general manager of the Starbucks Joint Venture. Prior to that he held the role of director-media strategy and investment for PepsiCo beverages. In that role he rebuilt and expanded PepsiCo's media team, resulting in several much-heralded media deals. There was a Pepsi Max "video-in-print" ad that ran in Entertainment Weekly and promoted CBS's Monday night lineup, as well as the development and execution of custom media efforts for the Pepsi Refresh Project.
Mr. Kaufman was recognized as an Ad Age Media Maven in 2010.
"The Pepsi business and the cola world are so big and complex right now," said Mr. Lowden, noting the need to be in tune with consumers but also have a strong business rationale for everything a brand does. "Aside from Seth's media experience, which speaks for itself, his general-manager mindset and broader commercial mindset is so important, and he brings that from Starbucks."
Meanwhile, Mr. Lowden said Ms. Krembs will bring a strong marketing perspective to the fast-evolving field and regional marketing teams. She will be charged with looking at beverage brands' national programs and helping them to take shape at a regional level.
"We used to adapt national programs for a region, now it's about having programs that can stand alone," Mr. Lowden explained. He pointed to Pepsi's current NFL program, which includes marketing around each of the league's 32 teams. Each of those teams will be brought to life by region with special packaging and in-store promotions.