PepsiCo's Shiv Singh Moves to Visa

Digital Guru Helped Beverage Brands Embrace Social-Viewing Platforms, Startup Culture

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Shiv Singh is leaving PepsiCo for Visa. According to an executive close to Visa, Mr. Singh has been tapped for a global brand and marketing transformation role and will report to Visa Chief Marketing Officer Kevin Burke.

Shiv Singh
Shiv Singh

Mr. Singh, PepsiCo Beverages' global head of digital, had been with the company for three years. Prior to joining the beverage and snack giant, Mr. Singh served as global social media lead for Razorfish, where he spent 11 years.

According to a PepsiCo spokeswoman no successor for Mr. Singh's role has been named. Visa did not immediately respond to requests for comment and Mr. Singh couldn't be reached.

An executive close to PepsiCo said the company expects to name a replacement who will have expanded duties -- in the last year, PepsiCo has embraced a global model and has been building out those teams. Last year, the company also lost another digital guru, Bonin Bough, who joined Kraft and is now working for Mondelez.

While at PepsiCo, Mr. Singh embraced new social-viewing platforms like Pepsi Sound Off and Pepsi Pulse, as well as partnerships with well-known companies like Twitter. Pepsi Sound Off was modeled after Twitter and gave consumers a way to engage around "X Factor" and Super Bowl. Pepsi Pulse, originally a digital visualization of conversations about "X Factor," later morphed into the main Pepsi site, serving up popular images and stories.

Mr. Singh was also a force behind the company's embrace of startup culture, helping to establish a presence for the brand at WeWork Labs. Under his leadership Pepsi also became one of the first to sign on for the Deep Focus Moment Studio, a "creative newsroom" for Facebook content.

Named an Ad Age Media Maven in 2009, Mr. Singh made his name in social media, starting up Razorfish's social-influence practice, which became one of the agency's strengths.

"Shiv is probably one of the best self-starters and thinkers I've ever come across in my professional career," said Bob Lord, then Razorfish's CEO, when Mr. Singh was honored as a Media Maven. "He's very curious and innovative and he loves to experiment with stuff. It's what keeps him interested."

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