PepsiCo Reorganizes Top Ranks of Global Marketing Groups

Hansen Moved to Snacks, Jakeman Takes on Role Previously Held by d'Amore

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PepsiCo is shaking up its top marketers yet again as it looks to shore up leadership for its fledgling global groups.

The company today announced internally a number of executive changes in its global groups organization, established earlier this year. The groups report to John Compton, president-PepsiCo.

Brad Jakeman
Brad Jakeman
Salman Amin has been named global chief marketing officer of PepsiCo. Brad Jakeman, president-global enjoyment and chief creative officer, will take on the role of president-global beverages group. That role was held by Massimo d'Amore before his departure in February.

Lorraine Hansen, global chief marketing officer-hydration, will move to president-global snacks group. Enderson Guimares will take on the job of president-global nutrition group.

Sarah Robb O'Hagan has been named president-global sports nutrition group and will continue as president of Gatorade North America. Brian Newman has been named senior VP-strategy and finance.

Global group leaders for human resources and communications will be announced in the coming weeks, according to an internal memo obtained by Ad Age . PepsiCo has developed a "100-day rollout plan" to align employees around its vision and approach to operating as a global company.

"We are still at the beginning of this journey," Mr. Compton said in the memo.

Execs have called PepsiCo's global approach a "rite of passage." They also believe a global structure -- as opposed to the previous, multiregional one -- will allow it to be more innovative and forward-thinking in its marketing. Just this week brand Pepsi launched its first global campaign. It was steered by Mr. Jakeman in cooperation with Simon Lowden, CMO-PepsiCo Americas Beverages, and marketing chiefs from other regions around the world.

It's clear the company aspires to execute global campaigns across its other mega brands. It boasts 22 billion-dollar brands throughout its beverage, snacks and nutrition portfolios. Snacks has become an increasingly important division for PepsiCo. It is forecast to overtake beverages by 2016, growing to 52% of overall revenue from 48%.

With brands such as Lay's, Doritos and Cheetos, PepsiCo dominates the global savory-snacks category. In 2010 it had sales of $29.9 billion, far ahead of No. 2 Kraft at $5.3 billion. PepsiCo's snack revenue grew 9% last year, and volume was up 4%. In North America, Pepsi plans to boost advertising and marketing on snacks by 35%, while ramping up its "Power of One" effort to market snacks and beverages together.

PepsiCo has said that it will spend an additional $500 million to $600 million to market a dozen core brands in 2012. They include Pepsi, Gatorade, Tropicana, Mtn Dew, Sierra Mist, Lipton, Mirinda, Lay's, Sun Chips, Cheetos, Doritos and Quaker. Last year PepsiCo reported $66.5 billion in annual sales and spent $3.5 billion globally marketing its brands.


Contributing: EJ Schultz

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