US: PepsiCo sets up global drinks division, CMO steps down
PepsiCo has created the Global Beverage Group
PepsiCo has announced the creation of a new global marketing and brand management unit for its beverage brands, with the CMO of its PepsiCo Beverages Americas (PBA) division set to stand down.
The drinks and snack giant, which established the Global Beverage Group (GBG) unit this week, has confirmed to just-drinks today (22 June) that Jill Beraud has chosen to leave the company as a result of the creation of the GBG. Beraud, who was appointed CMO at PBA back in 2009, is set to stand down at the end of the month.
A spokesperson for the company was not able to tell just-drinks where Beraud is moving on to.
Meanwhile, the GBG unit, which will be headed by PBA's CEO, Massimo d'Amore, will benefit from the recruitment of two external appointments.
Joining from videogame company Activision Blizzard is Brad Jakeman, who will become president of global enjoyment and chief creative officer. Set to join the unit early next month, Jakeman worked for Citigroup as managing director of global advertising prior to joining Activision Blizzard as EVP and CMO.
Lorraine Hansen, meanwhile, will come on-board as senior VP of global hydration. Hansen joins GBG from Kraft Foods, where she was latterly senior VP and general manager of its US coffee and tea division. She has assumed her duties at PepsiCo with immediate effect.
Finally, over at PepsiCo's North American unit, Pepsi Beverages Company, Simon Lowden has moved up to become CMO for the US. Lowden will report dually to PBC's CEO, Eric Foss, and d'Amore at PBA. Since last August, Lowden has been the senior VP and CMO at the international marketing center of excellence, working on international marketing strategy and programming across beverages and foods. Prior to this, he had been CMO of beverages for PepsiCo International. He, too, starts immediately.
PepsiCo has created the GBG “to drive (the) long-term growth of our beverage business through innovation and brand stewardship”, the company said.
In the second part of just-drinks' review of 2011, Michelle Russell looks at how the soft drinks category has fared in the last 12 months....
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