Frito-Lay’s New CMO

Steve’s breakdown: Jennifer Saenz is now the CMO and considering her background, we expect more social media/event based marketing coming out of the department.

BBDO has not been on this account for some time now. Goodby has taken up some of the slack but we’re not convinced they will not hire another agency.

PLANO, TX: Frito-Lay North America promoted its vice president of marketing innovation to chief marketing officer.

Jennifer Saenz replaces former CMO Ram Krishnan, who is moving onto another role within Frito-Lay’s parent company PepsiCo Inc. (NYSE: PEP). Krishnan, who has served in Frito-Lay’s top marketing role since 2014, will become senior vice president and general manager overseeing Walmart, a key retailer for the beverage company.

Stepping into the CMO role, Saenz will oversee brand marketing, innovation, design, strategic insights and analytics “across the Frito-Lay North America snack and convenient foods portfolio.

Saenz has overseen key marketing initiatives for Frito-Lay, including a the Lay’s potato chip brand’s “Flavor Swap” campaign launched in January. The program invites American consumers to vote for four classic Lay’s flavors or four new chip flavors.

According to PepsiCo’s fourth quarter and full year 2015 earnings, released Feb. 11, Plano-based Frito-Lay contributed $4.46 billion to the $18.59 billion in sales Pepsi brought in during the quarter and $14.78 billion of the $63.06 billion it earned for the year.

Among PepsiCo’s companies, Frito-Lay’s sales came in second just to the company’s North American beverages segment for the quarter and year.

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