PepsiCo has named Mark Kirkham as its new US Beverages CMO, signaling a greater focus on functional beverages. With the recent acquisition of prebiotic soda brand Poppi, PepsiCo is doubling down on healthy beverages to compete in the growing soft drinks market.
PepsiCo has named Mark Kirkham as Chief Marketing Officer (CMO) for its US Beverages division, effective April 7, 2025. His promotion comes as the company intensifies its focus on functional beverages.
This comes on the heels of PepsiCo’s $2 billion acquisition of prebiotic soda brand Poppi, which is growing in popularity among health-conscious consumers. The acquisition will give PepsiCo a presence in the fast-growing gut health beverage market.
A leader in global beverage marketing
Kirkham is a PepsiCo veteran with more than 14 years of experience, having previously led international beverage marketing. He has played a key role in expanding sugar-free product options and refreshing PepsiCo’s global brand. He succeeds Greg Lyons, who is leaving the company to pursue external opportunities.
The changes in PepsiCo’s leadership reflect its strategy to meet the changing needs of consumers. More and more people are choosing functional beverages that provide additional health benefits, such as prebiotics, electrolytes and hydration.
Functional beverage market competition
The acquisition of Poppi shows PepsiCo’s intention to consolidate its position in the functional beverage space. The brand competes with disruptive brands such as Olipop and challenges Coca-Cola, which has also been expanding its health-focused product line.
Ram Krishnan, CEO of PepsiCo US Beverages, praised Kirkham’s expertise. “Mark’s ability to drive consumer engagement and build a strong brand image is critical as we continue to evolve our product portfolio to meet evolving consumer preferences,” he said.
Responding to a changing market
As consumer habits change, PepsiCo’s marketing strategy is constantly adapting. Despite organic revenue growth of 2.1% at the end of 2024, North American beverage sales declined. Many consumers are more price-conscious today, making strategic marketing even more important.
The company also refreshed Mountain Dew’s brand with a new campaign and character, “Mountain Dude,” to keep the brand relevant.
With Kirkham taking on the new role, PepsiCo is expected to further integrate Poppi into its marketing strategy. His leadership could influence the company’s approach to the next generation of healthy beverages.
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