Adam Harter Email & Phone Number

New York, United States

Greater New York City Area

• Ascended into role overseeing all brand partnerships and media strategy for PepsiCo North America, earning promotion into VP role in 2011 and again to SVP in 2019. Lead 75-member team. Manage Media budget and spend.
• Negotiated deal with the NFL to sponsor the Super Bowl Halftime show for 10 years, enabling Pepsi to regain brand equity and create a conversation-dominating platform that achieved 74% share of voice across all brands.
• Solidified multi-year agreement with LeBron James
• Generated $60M in box-office revenue and 3B earned media impressions as co-producer of the first-ever feature film based on an advertising character—partnering with Lionsgate and Temple Hill Productions in delivering.
• Vaulted social media mentions 3000% and raised volume 5%+ with target consumers via negotiation of a novel brand integration during a 3-segment story arc on Fox’s Empire, which won the Mosaic Game Changer Award.
• Piloted new marketing technology capabilities later implemented at scale across the enterprise such as Creative X, an artificial intelligence (AI)-powered solution to cross-platform asset management.

Sports / Media / Cultural Branding / Packaging Innovation

• Hand-selected to drive topline growth and beverage category expansion through strategic innovation. Led 7-member innovation team. Directed development and introduction of multiple new category entries.
• Generated 1M gallons of incremental volume growth via delivery of 5 new beverage platforms.
• Conceptualized and led launch of game-changing category entries, including the first new product in frozen category in 90 days and at a price advantage versus competitor.
• Orchestrated execution of a frozen carbonated beverage for PepsiCo’s #1 foodservice customer ahead of schedule and 10% below budget.
• Led creative development of a digital brand experience leveraging cutting-edge equipment technology, leapfrogging the competition with a revolutionary touch-screen fountain that spurred an entirely new product line.

Greater New York City Area

• Earned promotion to lead channel strategy and growth. Managed 14 staff developing strategies across 8 foodservice channels spanning all 5 businesses (Pepsi, Frito, Tropicana, Gatorade, and Quaker). Partnered across.
• Steered development of strategic and annual operating plans for the multi-billion dollar division, driving identification of new revenue streams, optimizing profit plan, and effectively deploying resources into.
• Developed and led execution of a trade advertising campaign to elevate image across the industry and reposition organization as a total food and beverage solution provider.
• Boosted margins and delivered profit impact through collaborative effort with Frito-Lay’s finance group to redefine portfolio pricing strategy.
• Increased new account acquisition 20% as lead on developing PepsiCo’s first automated lead generation tool.
• Spearheaded design and introduction of company’s first dairy beverage, partnering with Hood Dairy to create multiple concepts and deliver product 6 months ahead of schedule that outperformed category leader in taste.

Greater New York City Area

• Challenged with jumpstarting stagnant growth for the $1B Sierra Mist brand (#2 in the category). Led 5-member team and maximized $75M advertising and media budget. Directed brand, communication, and media strategy.
• Earned #2 category ranking for 1st time in history and achieved 2% volume growth despite significant market headwinds.
• Led first-of-a-kind, brand-differentiating improvisational advertising campaign that drove an 8% increase in brand awareness and earned award as a top-5 Super Bowl ad.
• Orchestrated design and launch of the first brand innovation line extension (Cranberry Splash) and incorporated seasonal launch plan that reversed volume decline.

Greater New York City Area

Greater New York City Area

Greater New York City Area

Mba, Marketing

Jd, Law