PepsiCo has appointed Mark Kirkham as the new Chief Marketing Officer (CMO) for its U.S. beverages division, effective April 7. A veteran with over 14 years at the company, Kirkham steps into the role previously held by Greg Lyons, who is leaving to pursue new opportunities. The transition comes at a time when PepsiCo is doubling down on health-conscious offerings, including its recent acquisition of prebiotic soda brand Poppi for nearly $2 billion.
Before this promotion, Kirkham served as Senior Vice President of Sparkling Beverages for PepsiCo North America. His leadership extended globally, where he spearheaded Pepsi’s international zero-sugar strategy and led a successful rebranding of the iconic soft drink in various markets. His track record aligns well with PepsiCo’s push toward innovation and evolving consumer preferences.
"Mark is a multi-disciplined marketer and creative storyteller with deep global experience in the beverage industry," said Ram Krishnan, CEO of PepsiCo Beverages U.S. "His imaginative approach to scalable problem-solving makes him the right leader to drive our next phase of innovation and growth."
Kirkham’s appointment signals PepsiCo’s growing emphasis on health-focused products. The company recently acquired Poppi, a fast-growing prebiotic soda brand that taps into increasing demand for gut-friendly beverages. The prebiotic soda market, which also includes brands like Olipop, is projected to reach $3.5 billion by 2032, making it a key battleground in the ongoing soda wars against rival Coca-Cola.
While details on how Poppi will be marketed under PepsiCo remain unclear pending regulatory approval, the acquisition reflects a broader shift in strategy. PepsiCo has also been rebranding its legacy beverages, such as Mountain Dew, which recently introduced a new visual identity and marketing persona, the "Mountain Dude," to reinforce its image as an "energizing refreshment."
Kirkham takes the reins at a challenging time for PepsiCo’s beverage division. The company, like many in the food and beverage sector, is facing an increasingly price-conscious consumer base amid economic uncertainties. In North America, demand for PepsiCo’s drinks declined in Q4 2024, though organic revenue still managed a 2.1% increase.
With Kirkham leading the charge, PepsiCo aims to navigate these challenges while continuing to innovate and cater to shifting consumer trends. His leadership will be crucial in balancing the company’s traditional soda offerings with the growing demand for healthier alternatives.
