Global Chief Marketing Officer Salman Amin is leaving the company for S.C. Johnson, where he will serve as chief operating officer for its North America markets. And, according to an internal PepsiCo memo, his successor is expected to be named shortly.The move comes a year after PepsiCo pledged to double down on marketing in an effort to build its core brands and better compete with rivals like Coca-Cola.
Mr. Amin had been with PepsiCo for 18 years in a variety of roles across the food-and-beverage businesses. He was named to the top marketing post last May, and has been responsible for global marketing strategies, developing marketing talent and driving a worldwide initiative to increase marketing efficiencies.
During Mr. Amin's tenure, PepsiCo launched its first global marketing campaigns, including one for Pepsi and, most recently, Doritos.
"Salman has made contributions that have touched nearly every market in which we do business," said Zein Abdalla, president of PepsiCo, in the memo.
After several years in which bad news trumped good and executives found themselves on the defensive, PepsiCo is making progress on its "reset" effort effort. The company has seen beverage volumes improve and trimmed expenses. And importantly, when it comes to marketing, PepsiCo has put its money where its mouth is.
PepsiCo increased measured-media spending in the U.S. by 24%, or nearly $130 million, in the first three quarters of 2012, compared with the same period in 2011, according to Kantar Media. The company had pledged to add spending of between $500 million and $600 million globally, a promise it says it's kept. In the coming year, advertising and marketing will be at least 5.7% of sales, matching the 2012 investment.
