Todd Kaplan, the Chief Marketing Officer of Pepsi, has proven to be a transformative force, reinvigorating the brand and positioning it back in the cultural spotlight. With a rich and successful career in marketing, Kaplan has demonstrated exceptional leadership and innovation, leading Pepsi to unprecedented growth and success.
In his life, Kaplan has been entrusted with overseeing all marketing aspects of the Pepsi brand in North America. From brand creative to communications and commercial execution, he has left no stone unturned in his mission to revitalize the iconic beverage.
Kaplan's responsibilities extend beyond day-to-day marketing operations; he plays a vital role in building a long-term strategy and driving new product innovations for the Pepsi brand. Additionally, he is responsible for developing and executing the annual operating plan, ensuring that Pepsi continues to thrive in a competitive market.
Since taking on the role in Fall 2018, Kaplan has introduced a distinctive culture-forward marketing approach, setting Pepsi apart from its competitors. This approach has played a pivotal role in bringing the brand back into the cultural zeitgeist. Kaplan's leadership has led to historic performances during the Pepsi Super Bowl Halftime Show, featuring world-renowned performers such as JLo, Shakira, Dr. Dre, Snoop Dogg, Eminem, and more. By tapping into popular culture, Kaplan has connected Pepsi with diverse audiences and created memorable experiences that resonate with consumers.
One of Kaplan's most significant contributions has been the development of industry-disrupting new products like Nitro Pepsi, showcasing Pepsi's commitment to innovation and staying ahead of consumer trends. This dedication to pushing boundaries has paid off, with Pepsi experiencing its first positive sales growth in over a decade under Kaplan's guidance.
The brand's success continued with an impressive streak of 15 consecutive quarters of positive sales growth, a testament to Kaplan's strategic vision and ability to deliver results.
Beyond the numbers, he has remarkably enhanced the Pepsi brand's core equity measures. Under his leadership, the brand has experienced an impressive 11-point improvement in brand consideration, meaning that consumers are more likely to choose Pepsi over its competitors. Moreover, the brand has achieved all-time highs in overall creative effectiveness, sparking conversations and leaving a lasting impact on consumers.
In his personal life, Kaplan's journey to becoming a marketing guru is likely filled with passion, dedication, and a deep understanding of consumer behavior. While specific details about his personal life may be private, it is evident that his commitment to excellence and creative thinking have been instrumental in his professional success.
With his strategic vision and innovative mindset, Kaplan has undoubtedly secured his place as a marketing trailblazer, leaving an indelible mark on one of the world's most iconic beverage brands.