"I think there are two or three things that every great brand has to be able to deliver. The first one is relevance; are you really talking to the consumer need? The second one is all about differentiation; what is it that you are offering to the consumer that no one else does, and are you talking about it in a persuasive way. And the last and very important thing is clarity of message; are you able to deliver your messages in a way that consumers understand the proposition you're really trying to deliver to them." -- Salman Amin
How do you engage and develop your consumer base?
A. Salman Amin is executive vice president and chief marketing officer of PepsiCo,
which owns the world’s largest portfolio of billion-dollar food and beverage brands,
including 22 different product lines, each of which generates more than $1 billion
in annual retail sales each. PepsiCo’s main businesses – Quaker, Tropicana,
Gatorade, Frito-Lay, and Pepsi Cola – also make hundreds of other enjoyable and
wholesome foods and beverages that are respected household names throughout
the world. With net revenues of approximately $60 billion, PepsiCo employs nearly
300,000 people worldwide.
Amin assumed this role in August 2009, and is responsible for driving global marketing
strategies and plans for PepsiCo worldwide, with accountability for consumer and
shopper marketing, media, insights, and marketing talent development.
Amin joined PepsiCo in 1995, and has served in a variety of positions, including vice
president, Marketing, Pepsi-Cola International; senior vice president, Commercial
Operations, Frito Lay International; senior vice president, New Platforms, PepsiCo;
and chief marketing officer, PepsiCo International. Most recently, he was president,
PepsiCo United Kingdom and Ireland, where he was responsible for snack foods
(Walkers), breakfast cereals (Quaker), and fruit juices (Tropicana and Copella).
Before joining PepsiCo, Amin spent 10 years at Procter & Gamble, and held a
variety of brand management positions working on hair care, paper, and food and
beverage businesses in the U.S., Germany, Middle East and Asia.
Amin is based in Purchase, N.Y.