Ms. Patrick, who starts on June 3, will report to Brad Jakeman,
president-global beverages group, and work hand-in-hand with Simon
Lowden, CMO at Pepsi Beverages North America.
"[Kristin will be] thinking about how Pepsi continues to be the
brand in the cola category that reinvents things and excites people
with new ideas, whether that's new product ideas, consumer
engagement ideas or packaging ideas," Mr. Jakeman said.
It's a tall order and a new role. PepsiCo has not styled a
global CMO role for its Pepsi trademark before, given the brand was
managed on a more regional level. Mr. Lowden formerly held the
title PepsiCo International CMO.
Mr. Jakeman said the creation of the new role is consistent with
the global operating model PepsiCo has established. That model
includes a global beverage group, global snacks group and global
nutrition group. Eventually, each of the top 12 global brands will
have a global leader, Mr. Jakeman added, though that person won't
necessarily be a CMO.
"Pepsi is our biggest and most global brand. We have never up
until very recently managed brands on a global basis, so you look
around the world, we've had different positioning and campaigns,
different packaging, in some case different logos," Mr. Jakeman
said. "We're marketing to global consumers that are hyper-connected
to each other, no matter where they are in the world. It makes
sense to manage brands on a global scale."
Mr. Jakeman said he spent nearly 10 months looking to fill the
role, interviewing marketers around the world. He said Ms. Patrick
distinguished herself by excelling at managing brands in a pop
"Why Kristin rose to the top is she truly understands how brands
operate in a cultural context," Mr. Jakeman said.
Ms. Patrick, a 20-year marketing veteran, has spent time at
Walt Disney, Gap, Calvin Klein, Revlon and
NBC Universal. She got her start at Foote, Cone & Belding, where she worked on
She served as senior VP-strategy at William Morris Endeavor,
where she was behind Polaroid's partnership with Lady Gaga, and,
most recently, was CMO for Playboy Enterprises where she worked to extend the brand into
categories like wine and launch new digital initiatives, including
gaming and an e-commerce hub.
Ms. Patrick is Mr. Jakeman's second major hire, the first being
Mauro Porcini, who last year became the company's first chief design officer.
Mr. Jakeman said he's now done making major hires and will begin
focusing on the "innovation agenda" and other global brands like
Mtn Dew and Mirinda, a line of flavored sodas.
"For the first almost two years I really spent a lot of time
focusing very deeply on Pepsi," Mr. Jakeman said. "Now this gives
me an opportunity to also start rolling out global brand
positioning for other key social beverage brands … as well
as spend more time figuring out how to drive growth on carbonated
beverages on a global basis, unlocking some innovation to create
new categories for consumers."