PepsiCo Hires Beraud as Worldwide CMO

Limited Brands Veteran Will Oversee Marketer's Entire Portfolio

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NEW YORK (AdAge.com) -- PepsiCo has upped its sex appeal, naming former Victoria's Secret executive Jill Beraud as its worldwide chief marketing officer. In her newly created role, the former CMO of the lingerie marketer will report directly to Indra Nooyi, PepsiCo chairman-CEO. She will be responsible for developing global marketing strategies for the company's massive portfolio, which includes Frito-Lay, Quaker, Pepsi, Gatorade and Tropicana.
Jill Beraud
Jill Beraud

Chief marketing executives across the company will not report to Ms. Beraud, and she will not be responsible for managing individual brands, said Dave DeCecco, a PepsiCo spokesman. She will, however, serve as a sounding board for those executives on a global committee of sorts that is being formed to share best practices across the company. Several people from the company's international team will report to Ms. Beraud.

'Proven track record'
"We have some of the world's strongest brands and some of the world's greatest marketers, but never have we integrated our marketing efforts in a holistic, global and disciplined fashion across the PepsiCo enterprise," Ms. Nooyi said in a statement. "Jill has a proven track record of building brands and delivering profitable sales growth through innovative marketing. Her experience overseeing the entire Limited Brands portfolio, as well as her consumer goods background, will enable us to integrate our brand-marketing efforts and stay ahead of macro consumer trends with a deeper level of sophistication."

The appointment "is intended to accomplish several things not being done now, at least not being done in a comprehensive or coordinated way," Mr. DeCecco said. "She will be asked to take a long-term, broad view of our marketing, with special focus on major trends in food and beverage, shopper and consumer insights and the economy, in general."

"Our whole portfolio across the world has grown considerably in the last 10 years," Mr. DeCecco continued. "[She will] make sure our brands have clear, distinct identities."

Ms. Beraud's 13-year career at Limited Brands also included a stint as exec VP-chief operating officer for the company's entire retail portfolio, which includes Bath & Body Works, Henri Bendel, Express and Limited. In that role, she focused on integrated marketing strategies that led to improved performance among the company's 3,000 stores. She also spent five years in brand management at Procter & Gamble Co.

Last year, Ms. Beraud oversaw Victoria's Secret returning to the Super Bowl following an eight-year hiatus, a move, she said at the time, designed to improve sales and reinforce brand equity.

What awaits her
Pepsi, at $39 billion, is nearly four times the size of the $10 billion Limited Brands. And Ms. Beraud will have wide-ranging responsibilities. In addition to her focus on consumer insights and industry trends, she will provide leadership in areas like packaging and coordinate efforts across PepsiCo's myriad agencies including Goodby, Silverstein & Partners, BBDO Worldwide, TBWA/Chiat/Day and Arnell Group, among others. All are a part of holding company Omnicom Group.

Ms. Beraud is expected to start immediately and will be based at PepsiCo headquarters in Purchase, N.Y., said Mr. DeCecco.

The appointment is just the latest in a long line of marketing and executive changes at PepsiCo. Internal restructuring on the beverage side of the business put Dave Burwick in charge of marketing for the majority of the beverage brands. And Chris Kempczinski, VP-marketing, non-carbonated beverages for Pepsi-Cola North America, recently moved to Kraft Foods.

PepsiCo last month said it would embark on a three-year strategy, pouring $1.2 billion into new initiatives, including a complete packaging, merchandising and marketing overhaul of its soft drinks.
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