PepsiCo is undergoing a major transformation in its beverage marketing ranks.
The company is restructuring its marketing department to include three new marketing roles, with an eye toward embracing a more global approach. The three executives, expected to be two external candidates and one internal candidate, 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 close to PepsiCo.
Brad Jakeman, who gaming giant Activision Blizzard confirmed today had left his role as exec VP-CMO, will be taking on the role of head marketer for the Pepsi trademark globally. According to executives familiar with the matter, his new role will involve responsibility for Pepsi, Diet Pepsi and Pepsi Max, primarily, though he will also be working on the company's other soft-drink brands, such as Mtn Dew and Sierra Mist.
A second executive is expected to be the global chief marketer for beverage brands, not including carbonated soft drinks, Gatorade or Tropicana. That would leave brands such as SoBe, Aquafina and Propel. Simon Lowden, who currently has a chief marketer role for Pepsi International, is said to be taking on the role of CMO for the U.S. beverages business.