Bozoma Saint John[Photo by Donald Bowers Stringer, Getty]
Most Creative People 2013

Bozoma Saint John

Head of Global Consumer Marketing

The fan-engagement rock star

Bozoma Saint John is the head of global consumer marketing for Apple Music and iTunes. Previously, she was head of marketing for Beats Music, which Apple acquired for $3 billion in 2014. In that position, she led all of Beats Music marketing initiatives, from brand and performance marketing to collaborations with AT&T and Target, and Beats Electronics. At Apple, she calls on more than a decade of experience combining music with powerful international brands. Previously, she was Cultural Branding Marketer for Pepsico.

As the gatekeeper to PepsiCo's artist collaborations, Saint John rethought relationships between artists and PepsiCo, one of the music industry's largest sponsors. During her tenure, she activated celebrity endorsements with Beyonce, Kanye West, Nicki Minaj, Eminem, Katy Perry, and her idol, Michael Jackson, as well as managed brand integrations with media juggernauts like the Super Bowl, the Grammy Awards, the MTV VMAs, and the CMA Awards. At Katy Perry's 2012 Hollywood gig, Pepsi became the first brand to live-stream a concert on its Twitter page, giving fans incentives to chime in. At the 2013 Super Bowl, Saint John created a commercial lead-in to Beyonce's half-time show--crowdsourcing 500 photos of fans jumping and air-kissing into an animated intro befitting the much-ballyhooed performance that followed.

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