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Keurig Dr Pepper has appointed Drew Panayiotou as CMO of U.S. soft drinks, effective immediately, according to a press release. This role will oversee key marketing centers around insights and analytics, media and public relations, innovation, creative and category management, as well as marketing for a $9 billion beverage portfolio that includes Dr Pepper, Snapple, Canada Dry and A&W. Panayiotou will report directly to Andrew Archambault, KDP’s President of U.S. Soft Beverages, and work closely with marketing leadership in other divisions, such as the company’s U.S. coffee business.
KDP’s marketing overhaul comes as some of its top brands experience new momentum. Earlier this year, Dr Pepper surpassed Pepsi as the No. 2 soda for U.S. consumers, according to Beverage Digest data. Panayiotou’s hiring signals that CPG marketers are aiming to focus on new technologies and media channels.
“We are excited to have Drew Panayiotou bring his deep insight and expertise to accelerate KDP’s digital-first marketing approach,” Archambault said in a press statement. “As a consumer-centric brand builder, KDP embraces new ideas and cutting-edge technologies to connect and resonate with today’s audiences, and Drew will take this work to a new level.”
Panayiotou’s previous experience spans a variety of industries, including beverages, healthcare, retail and entertainment. He previously worked at KDP nearly 30 years ago, where he served as brand manager for Canada Dry. Most recently, he served as Pfizer’s first global marketing chief, overseeing all of the pharmaceutical giant’s markets, products, and team of 1,400 employees.
Panayiotou announced his intention to leave Pfizer earlier this year after two years of work focused on strengthening the brand’s use of technology in marketing, including applying artificial intelligence to media and content and developing direct-to-consumer e-commerce. model. Panayiotou also enacted an agency reorganization, with Publicis Groupe taking over most of the business after an ill-fated attempt to split the work between advertising holdings. The marketer was also responsible for running Pfizer’s first corporate Super Bowl ad in February.
Panayiotou succeeds Andrew Springate, who transitions to a new role leading KDP’s industry and strategic initiatives after more than seven years as CMO of U.S. Soft Drinks. Springate was recognized by Archambault for bringing Dr Pepper to its current status.
