Vision 100


Kathryn Swarbrick

Marketing vice-president, Europe


An experienced food and beverages marketer, Kathryn Swarbrick is responsible for the PepsiCo snack portfolio including brands such as Walkers, Lays, Doritos, Sunbites and Cheetos across multiple geographies. The company, which also owns Pepsi and Gatorade, is looking to increase the average price of its brands globally by increasing brand equity and through innovation. Recently, Pepsi jumped on the craze for craft products with the launch of 1893, for example. Despite declines in sales for both soft drinks and crisps generally, PepsiCo announced organic revenue growth of 4% earlier this year and it plans to implement £700m in cost savings by addressing things such as its supply chain. Sponsorship also plays an important role for the business; most recently, Swarbrick’s team secured a three-year deal with the UEFA Champions League and “managed to activate it on-pack and create a new TV campaign across multiple geographies in a matter of months,” she says.

Career highlight: “Overseeing marketing in the UK when we created the Walkers ‘Tweet to Eat’ campaign with Gary Lineker, a truly innovative and interactive piece of content that received multiple awards.”