A team with diversity of thought, experience and background is a priority for PepsiCo’s CMO of international foods, Mustafa Shamseldin. In recruiting marketers to the business, he actively looks for those who come from other professional backgrounds.
“I want to take people who have never worked in FMCGs and put them in FMCGs, I want people that have actually never worked in marketing… we’re doing that and it’s already delivering results. We’re thinking differently about some of our old problems,” he says.
Shamseldin himself began his career having graduated from an engineering degree, before going into marketing and working across various FMCG companies before going on to lead marketing across international food brands, including Lay’s, Walkers and Doritos.