Full Calendar Has eToys Hopping

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Janine Bousquette downs eight cans of Diet Pepsi every day. That could be the secret to how she manages to maintain her rapid-fire pace as senior VP-marketing of eToys.

In her first nine months at the Internet e-tailer, Ms. Bousquette, 39, has led internal brand-strategy meetings to develop a global positioning for eToys and launched an agency review that resulted in hiring Publicis & Hal Riney, San Francisco, and dropping Kalis & Savage Advertising, Pacific Palisades, Calif.

The executive also spearheaded development of new content on the eToys site; created a children's reading partnership with The Rosie O'Donnell Show; and oversaw the launch of a $20 million fourth-quarter advertising effort that put the eToys name before parents nationwide.

Moving at Internet speed appears to come naturally to Ms. Bousquette, a legacy, perhaps, of her days as VP-marketing at Pepsi-Cola Co., where she oversaw not only the flagship Pepsi brand, but also Josta, Mountain Dew, Mug root beer and Slice.

Prior to Pepsi, she worked in marketing for 12 years at Procter & Gamble Co. on soap, household cleaners, cosmetics and fragrances brands.

"The opportunity to come to eToys, to be in on the ground floor, this is a once in a lifetime chance," says Ms. Bousquette. "It's a chance to meld together emotion and function in an entirely new way."

Ms. Bousquette, whose move to eToys inspired the company to immediately make major changes in the soft drink brands stocked in the office fridge, isn't likely to slow down her penchant for speed nor her demand for new challenges. Not as long as that refrigerator remains well-stocked with Diet Pepsi.

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