PepsiCo Appoints Mark Kirkham as CMO of U.S. Beverages
PepsiCo has announced the appointment of Mark Kirkham as the Chief Marketing Officer of U.S. beverages, effective April 7. Kirkham, who brings over 14 years of experience at the company, will be overseeing brands such as Pepsi, Mountain Dew, Bubly, Starry, and Gatorade. He takes over the role from Greg Lyons, who is leaving PepsiCo to pursue an external opportunity.
Kirkham had previously served as the Senior Vice President of Sparkling Beverages for PepsiCo North America before returning to the U.S. to lead the marketing efforts for the U.S. beverages group. His promotion was praised by Ram Krishnan, CEO of PepsiCo Beverages U.S., who highlighted Kirkham’s global experience in the beverage business and his innovative approach to problem-solving.
In his new role, Kirkham will focus on driving innovation and growth, building on past successes such as a well-received rebrand for Pepsi in international markets and the zero-sugar Pepsi Challenge campaign. His expertise in the better-for-you arena aligns with PepsiCo’s strategic focus on catering to evolving consumer needs.
Recent developments in the beverage industry, such as PepsiCo’s acquisition of prebiotic soda brand Poppi for nearly $2 billion, indicate a shift towards health-conscious offerings to appeal to Gen Z and millennial consumers. The soda wars saga continues as PepsiCo and chief rival Coca-Cola compete in the growing prebiotic soda market.
Despite facing challenges like price-conscious consumers and global uncertainty, PepsiCo remains optimistic about its future. Changes in marketing leadership, visual branding, and product positioning for flagship brands like Mountain Dew reflect the company’s commitment to staying relevant in a rapidly changing market.