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Brands & Sponsorship Sport Business | 29.03.18

5 Minutes with Leaders: Mark Kirkham

The PepsiCo Head of Marketing and Innovation, Western Europe on the beverage giant’s evolving sports marketing strategy, storytelling and measuring success.

Mark Kirkham is Head of Marketing and Innovation for PepsiCo Beverages, Western Europe. In this role, Kirkham is responsible for all regional brand strategy, marketing programmes and innovation platforms across the company’s beverages portfolio; including brands such as Pepsi Max, 7UP, Lipton Iced Tea and Gatorade. Since joining PepsiCo in 2010, Kirkham has held a variety of marketing leadership roles at both regional and global level.

In this short interview, recorded backstage at Leaders Week, London, 2017, Kirkham details how sport fits into the overall PepsiCo marketing mix and explains how the group’s sports marketing strategy has evolved in recent years. He relates how PepsiCo uses storytelling techniques to connect its brand to the properties it partners. And finally, Kirkham reveals the key metrics that define the success of a PepsiCo campaign.

Leaders Meet: Innovation

17 January 2019


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