Dave Burwick Out as Pepsi CMO

Jill Beraud Tapped to Lead Marketing After Overseeing Global Ad Efforts

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NEW YORK (AdAge.com) -- Dave Burwick, a PepsiCo veteran who most recently was CMO of North American Beverages for one year at PepsiCo, is leaving the company, and Jill Beraud will take over as head marketer at the soft-drink giant. Ms. Beraud, who was brought on to lead PepsiCo's global marketing efforts in December, was named an Ad Age Woman to Watch earlier this year.

Dave Burwick
Dave Burwick
Pepsi confirmed that Mr. Burwick is leaving the company but did not elaborate. He had held a variety of marketing positions and managed nearly every brand in Pepsi's portfolio during his two decades with the company. It was a source of pride for the company that he was Pepsi's first CMO to be home-grown from an entry-level position.

"As CMO of North American Beverages, Dave shepherded the re-launch and re-branding of the entire Pepsi trademark while ushering in the 'Refresh Everything' campaign," Massimo d'Amore, PepsiCo Americas Beverages CEO, said in a statement. "We regret to see him go, but we respect his desire to fulfill his career aspirations in general management elsewhere."

Tumultuous period
But it's also true that Mr. Burwick oversaw a tumultuous and extremely busy period for PepsiCo. In the last year, the company completely overhauled its beverage portfolio and redesigns of all of its major brands debuted, some to the chagrin of consumers. The beverage division saw revenue decline 7% in the most recent quarter and volume fall 6%. That follows a 9% decline in revenue and a 6% volume decline for the first quarter.

Jill Beraud
Jill Beraud
Mr. Burwick had responsibility for the majority of the company's beverage brands, including Gatorade, which has been a troubled business of late. He did not handle Tropicana, which undertook a failed redesign that the company ended up scrapping. In her new post, Ms. Beraud will also take on the title president-joint ventures, making her responsible for PepsiCo's Unilever and Starbucks partnerships, which Mr. Burwick did not oversee. She will not take charge of Gatorade, which remains with Sarah Robb-O'Hagan, chief marketing officer of Gatorade, which now reports to Mr. d'Amore.

Ms. Beraud will also report to Mr. d'Amore. In her previous role she reported to Indra Nooyi, PepsiCo chairman-CEO. She had been charged with developing global marketing strategies for the company's entire portfolio of food and beverages. Her successor will be named in the "near future," according to the company.

"As much as we will miss Dave, we are delighted to have someone of Jill's marketing and advertising experience, built over more than 20 years at some of America's most highly regarded marketing companies," said Mr. d' Amore. "She is an innovative thinker and an exceptional leader, and I am excited to be working with her to grow our total refreshment beverage portfolio."

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