PepsiCo names former Kraft Heinz marketing boss as Europe CMO
Grace GollaschFormer Kraft Heinz CMO Paula Marconi has joined PepsiCo to help “strengthen” its market presence across Europe at a “pivotal time” of driving change and growth.
Former Kraft Heinz CMO Paula Marconi has joined PepsiCo to help “strengthen” its market presence across Europe at a “pivotal time” of driving change and growth.
Investment in marketing has helped PepsiCo improve “perceived value”, meaning it has been able to raise prices without losing customers.
PepsiCo Europe marketing director Nancy Croix spoke at a panel at IPA Business Growth Conference on why in-housing doesn’t mean an end to agency relationships – and may even strengthen them.
Former Burger King CMO Fernando Machado, talking alongside PepsiCo’s Mark Kirkham, say it’s crucial marketers are a “fighting force” for their company.
CMO Todd Kaplan says the new visual design ushers in a “new era” for Pepsi and will help to drive brand distinction, while also turning the spotlight onto its zero sugar alternative.
PepsiCo expects to see 6% revenue growth in 2023, despite the “volatile” macroeconomic market.
According to PepsiCo’s senior director of ecommerce marketing, one of the business’s “biggest challenges” has been bringing retail media to the forefront of a complex marketing organisation.
CEO Ramon Laguarta claims consumers in Europe and beyond are following PepsiCo’s brands as they “stretch” to higher price points, although the inflationary environment means challenges ahead.
The FMCG giant is looking to build “sustainable results over a long period of time”, which means continuing to invest in its brands even as cost inflation bites.
Four months into her new role as PepsiCo’s top marketer, Jane Wakely is calling on the industry to “up its game” on effectiveness measurement.
Sebnem Erim believes emotional intelligence – in particular empathy – is as important as intelligence when it comes to building a global marketing career.
Pepsi CMO Todd Kaplan says collaboration plus creativity, or “collaborativity”, will help brands take their agency relationships to “a new level”.
Consumers are more receptive to sustainability initiatives when they are tied closely to a brand’s purpose, say senior marketers at PepsiCo.
PepsiCo is moving beyond the traditional idea of ecommerce towards a model of “digitally-infused” retail that encompasses DTC, rapid delivery and AR.
PepsiCo, which owns brands including Walkers, Pepsi and Doritos, says it is working together with its retail partners to mitigate “consumer reaction” to inflation.