PepsiCo

Services: Portfolio Management, Brand Unification, Lay’s Rebrand (while at BBDO NY)

I managed the PepsiCo Global Snacks business while at BBDO NY. PepsiCo was working with various agencies across various brands on various marketing efforts at the Global, regional, and local levels with no clear system for unifying brand efforts. I developed a Connected Branding Model with BBDO NY serving as the Brand Agency Leader. The model enabled full transparency on the brand initiatives and more inclusivity across the network, which lead to reduced off-brand marketing, improved global consistency, more effective marketing efforts, resource and production efficiencies and increased employee and agency morale.