PepsiCo names first UK digital chief
PepsiCo has signalled its intent to ramp up the digital activity for brands such as Pepsi and Doritos with the appointment of its first ever digital director for the UK.
The food and drink business has appointed House of Fraser’s Becky Olie to develop its online sales channels for its UK, Ireland and South Africa markets. The role will also span marketing as well data analysis and sees Olie lead a team of eight digital specialists.
Additionally, she is heading up the company’s Digital Council as the business looks to establish a company-wide approach to digital marketing.
PepsiCo launched the initiative in 2011 to establish a common approach to measurement and metrics across all its brands as well as support its accelerator programs for tech start-ups. In her new role, Olie will be responsible for setting the agenda for the council as well as establishing a cross-brand infrastructure for sharing best-practice in the digital space.
Olie was head of online selling at House of Fraser and has also had stints at Marks & Spencer and Dorothy Perkins.
PepsiCo is stepping up efforts to boost online engagement as it looks to capitalise on the emergence of mobile and social media marketing channels. Last year, the company’s flagship Pepsi brand signed a deal with Twitter to as part of its global ‘Live for Now;’ music campaign and is also supporting a global program for digital media start ups to drive innovation.
