SVP, Global Brand Development, PepsiCo
Kristin Patrick has a passion for creating truly breakthrough, integrated brand marketing campaigns and building 21st century brands that envelop the consumer across product, content and experience. Building on a successful, 20+ year career, Kristin joined PepsiCo in 2013 and is currently Senior Vice President, Global Brand Development, PepsiCo, responsible for defining and managing expansion opportunities, new platform development and creative marketing communication globally across the company’s entire PepsiCo portfolio.
Recently named one of the “Top 50 Women in Brand Marketing” by Brand Innovators, Kristin has developed a distinguished reputation for being a disruptive, trend-setting brand steward – breaking the barriers between pop culture and brands by creating universal relevancy across sports, fashion, technology, music..
Blurring the lines between how brands can reach and interact with its consumers, Kristin leveraged her years of converging cultural relevancy with innovative brand marketing to bring to life the ethos of PepsiCo’s global beverage brands - the Pepsi trademark, Mountain Dew, 7UP, Mirinda and PepsiCo’s energy brands - cementing the brands’ rightful place in the world of pop culture.
In 2015, Kristin spearheading the refreshed Pepsi Challenge - a campaign reinvented for today’s consumer – tapping into the cross-pollination of today’s culture by uniting the worlds of sports, music, design and technology. In 2014, Kristin led the largest global campaign in the history of the Pepsi trademark, fusing the worlds of sport, music, fashion and art/design in support of Pepsi’s annual football program.
Uniting Mountain Dew fans all over the world, Kristin launched the brand’s first-ever global campaign under the “Do the Dew” banner. This iconic rallying cry and brand credo anchors the first-ever global trademark campaign and brings together the DEW nation around the world like never before, enabling the brand to deliver amazing experiences and content while leveraging its scale and influence as it continues to expand globally.
Kristin also ushered in a new era for 7UP. In a brand first, the campaign features an impactful, authentic proposition with a refreshed visual identity and global campaign, complete with a new mantra, “Feels Good to be You,” to encourage consumers around the world to be authentic and do what they love to do.
Prior to joining PepsiCo, Kristin was the Chief Marketing Officer for Playboy Enterprises where she worked to extend the brand into new categories and launched new digital initiatives, including gaming and an e-commerce hub. Previously, Kristin served as Executive Vice President of Brand Strategy at William Morris Endeavor, where she was the mastermind behind Polaroid's revolutionary partnership with Lady Gaga, – blending the iconic history of the Polaroid and instant film with the digital era and a cultural zeitgeist.
Always been at the forefront of her industry when it comes to pioneering authentic and inspirational global marketing campaigns, Kristin brought Project RED to the GAP as Vice President of Strategy and Innovation. The partnership blended consumer social responsibility with fashion and music, creating a first-of-its-kind marketing initiative for the company. In addition to GAP, Kristin held several other leadership positions at Liz Claiborne, NBC Universal, Calvin Klein, The Walt Disney Company and Revlon where she served as the Vice President for Brand Strategy and New Product Initiatives. While at Revlon, Kristin created and led a global promotional partnership with MGM linked with the international blockbuster, “Die Another Day,” that included advertising support, an integrated marketing campaign and in-store and online promotions for the 20th installment of the Bond franchise – reinforcing Revlon’s “Unforgettable Women” position as an exciting brand that celebrates women.
Kristin holds a B.B.A in Business from Emerson College. She resides in New York City and Los Angeles with her daughter Olivia.