PepsiCo’s Blended Marketing Model and Agency Implications

By:Christian Banach
onFebruary 24, 2026

PepsiCo Beverages’ CMO Mark Kirkham is building a “blended” model: culture + retail + performance. Zero Sugar, modern soda, and always-on Super Bowl systems show what agencies must deliver now.

At a Glance

Interviewee: Mark Kirkham, Chief Marketing Officer, PepsiCo Beverages US Company: PepsiCo Beverages North America Estimated Revenue: $28.2B (PBNA segment) Location: Purchase, NY Website: https://www.pepsico.com Industry: Global beverages and convenient foods Company Notes: Leads marketing for a $27B+ U.S. beverages portfolio, including Pepsi, Mountain Dew, Gatorade, and RTD JVs Best-Fit Agencies: Social-first creative, cultural strategy, sports marketing, innovat...

Get Unlimited NextBigWin Access

Subscribe to become a NextBigWin Pro member and get access to all our exclusive content. Turn access and intelligence into your next big client win.

Already a member? Login
Subscribe to NextBigWin Pro

Christian Banach

Christian Banach is the founder of NextBigWin and a leader in agency growth and business development, bringing over 20 years of experience. He serves on the 4A’s Expert Network and has helped holdco agencies, such as Energy BBDO, and independents win millions in new business from brands like Disney, Toyota, and Kohl’s.