Pepsi CMO, PepsiCo
Throughout her career, Kristin Patrick has sold everything from lipstick to jeans to men’s magazines. In 2013, Patrick added something else to that list: soda pop.
As the CMO for Pepsi at PepsiCo, Patrick has navigated the legendary brand for a global and increasingly mobile audience. In her three years at the helm of Pepsi marketing, Patrick has been very, very busy. Among her accomplishments: She created the largest-ever brand Pepsi global soccer digital presence, including interactive content with multiple players, including Leo Messi and Sergio Aguero. She also built an emoji keyboard for Pepsi’s global emoji campaign that included original-design Pepsi emojis, inked a content deal with AOL properties and partnered with Airbnb to feature Quaker products within its locations. She was also behind the creation of PepsiCo’s new 4,000-square foot content creation studio in New York. Finally, Patrick was recently spotted at the Sundance Film Festival with Harvey Weinstein looking to buy films on Pepsi’s behalf.
Patrick is largely defining her role. When Patrick joined in 2013, her title at PepsiCo was a new one; previously the brand had been managed on a regional level. Brad Jakeman, the president of PepsiCo’s global beverages group, took 10 months to fill the role. He told Ad Age that Patrick stood out because she excelled at managing brands in a pop culture context.
Right before joining PepsiCo, Patrick was the CMO for Playboy Enterprises and pushed the brand into new areas like wine and gaming. Prior to that, she worked at Gap and Liz Claiborne, where she worked on the Lucky Brand and redesigned the luckybrand.com e-commerce platform. Another career highlight was architecting Lady Gaga’s partnership with Polaroid. Patrick also convinced the music superstar to take part in the well-received Pepsi-sponsored Halftime Show at this year’s Super Bowl.