Keurig Dr Pepper Welcomes Drew Panayiotou as CMO of U.S. Refreshment Beverages
Keurig Dr Pepper has announced the appointment of Drew Panayiotou as the Chief Marketing Officer of U.S. refreshment beverages, effective immediately. Panayiotou will be overseeing the marketing strategies for a $9 billion drinks portfolio that includes popular brands like Dr Pepper, Snapple, Canada Dry, and A&W. In his role, he will also lead marketing initiatives related to insights and analytics, media and public relations, innovation, creative, and category management. Reporting directly to Andrew Archambault, the President of U.S. refreshment beverages at KDP, Panayiotou will collaborate closely with marketing leadership across various units, including the company’s U.S. coffee business.
The marketing shakeup at KDP coincides with the newfound momentum experienced by some of its top brands. Dr Pepper recently surpassed Pepsi as the second most popular soda among U.S. consumers, according to Beverage Digest data. The hiring of Panayiotou signals KDP’s commitment to intensifying its focus on new technology and media channels.
“We’re thrilled to have Drew Panayiotou join us to spearhead a digital-first marketing approach at KDP,” said Archambault in a press release. “As brand builders who prioritize consumer engagement, KDP is embracing innovative ideas and cutting-edge technologies to connect with today’s audiences, and Drew will play a pivotal role in furthering this mission.”
Panayiotou brings a wealth of experience from various industries, including beverages, healthcare, retail, and entertainment. Having previously worked at KDP almost three decades ago as a brand manager for Canada Dry, Panayiotou most recently served as Pfizer’s first global marketing chief. In this role, he oversaw marketing efforts across all markets and products of the pharmaceutical giant, leading a team of 1,400 employees.
Earlier this year, Panayiotou announced his departure from Pfizer after a two-year tenure focused on leveraging technology in marketing, such as artificial intelligence in media and content, and the establishment of a direct-to-consumer e-commerce model. His initiatives also included a significant agency restructuring that ultimately saw Publicis Groupe taking over most of Pfizer’s marketing business.
Following Panayiotou’s appointment, Andrew Springate, who served as CMO of U.S. refreshment beverages for over seven years, will transition to a newly created role overseeing KDP’s industry and strategic initiatives. Springate, credited by Archambault for Dr Pepper’s current success, leaves a lasting impact on the brand’s marketing landscape.