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Currently working for PepsiCo on the Frito-Lay Variety Pack business; a major growth driver for the company. Before my promotion to Brand Director on the Variety Pack team, I worked on the Baked portfolio of brands, helping identify its long-term strategy and role within the broader Frito-Lay organization.Prior to joining PepsiCo, I spent nearly 5 years at Keurig Dr Pepper in Brand & Media roles. Key highlights from my time include working on the flagship Dr Pepper brand, most notably leading the College Football/Tuition program for (3) seasons, reinvigorating the Tuition program by devising a new and impactful brand strategy focused on reaching more GenZ and Millennial consumers and helping lead the strategic development and execution of Dr Pepper's 1st innovation in 10+ years: Dr Pepper & Cream Soda. In addition to my time on Dr Pepper, I worked on the Crush/Schweppes business, most notably developing strategic recommendations, influencing cross-functional stakeholders & helping bring a Crush Sour Patch innovation to market.Before joining the Keurig Dr Pepper team, I worked for two agencies (Initiative & Mindshare) working across a variety of clients: Dr Pepper, Campari, ampm/ARCO, Bare Escentuals and Cisco. During my time at these agencies, I was responsible for creating multi-channel, cross-platform strategic & tactical recommendations, establishing brand/content synergies, and managing two direct reports.I earned my MBA from the University of Denver's Daniels College of Business and Bachelor's of Science Degree from Trinity University with concentrations in Marketing and Management.Specialties:IRIMicrostrategyMedia Campaign Measurement and ReportingMedia Planning (Digital/Social/Search)Millward Brown, Oracle/DLX, Nielsen Catalina, Moat, IAS, DCM, Prisma, Nielsen AdRelevance, ComScore, Colspace and SizmekConsulting for a Non-ProfitPartnership Marketing
Pepsico
View- Website:
- pepsico.com
- Employees:
- 146948
- Company phone:
- 0800 274 777
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Brand Marketing DirectorPepsicoTexas, United States
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Marketing Director - Frito-Lay Variety Pack & Portfolio SeasonalPepsico Apr 2023 - PresentPurchase, New York, Us
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Senior Marketing Manager - BakedPepsico Nov 2021 - Apr 2023Purchase, New York, UsEvolved the Baked brand strategy by pivoting its focus from solely permissible driven efforts to a dual strategic approach, also focused on integrating into Core brands Retail & Media efforts.Led the strategic and tactical execution/sell-in of Baked’s first-ever LTO, Buffalo Chicken Sandwich. Collaborated with the Lay’s brand team & broader cross-functional partners to ensure consistent messaging, as well as strong Retail execution, in-line with Lay’s Summer sandwich program. Partnered with the Lay’s brand team to launch the first-ever national Baked Lay’s media effort, integrating into the broader Lay’s sub-line campaign in Q4, 2022.Management of one direct report, assisting with both Baked and permissible portfolio driven initiatives. Supervised a Baked summer intern, resulting in full-time offer to return in 2023.
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Associate Brand Manager - Dr PepperKeurig Dr Pepper Inc. Jun 2019 - Nov 2021Burlington, Massachusetts, UsLed the strategic development and execution of first permanent line extension in 10+ years, Dr Pepper & Cream Soda. Rallied a cross-functional team of 10+ members and aligned the commercial organization on sell story and KPIs. Dr Pepper & Cream Soda was the #1 CSD innovation of 2020 in retail sales, #1 Food & Beverage innovation within IRI's Pacesetters report, and a 2022 U.S. Nielsen IQ BASES Breakthrough Innovation award winner.Spearheaded strategic planning and tactical execution of Dr Pepper’s largest annual campaign, College Football, for 3 consecutive seasons. Collaborated with a team of 15+ cross-functional team members to plan over $60M+ in marketing support, resulting in Retail sales and in-store Display growth. Fansville creative campaign won a Silver Effie Award in 2022 for Sustained Success in the Products category. Developed a strategic approach to enhance annual Dr Pepper Tuition Giveaway, securing alignment through leadership to increase donation amount by 2x, as well as increased marketing investment of 5x to help resonate and reach the younger A18-34 audience; key objective and target for the Dr Pepper TM.Worked with IRI and Insights team to develop a research study to uncover key consumer insights and the role each margin pack plays within the CSD category and Dr Pepper TM to help inform Commercial, Sales, and RTM teams and drive incremental sales growth. -
Associate Brand Manager - Crush & SchweppesKeurig Dr Pepper Inc. Jun 2018 - Jun 2019Burlington, Massachusetts, UsPartnered with Mondelez to establish the first co-branded, licensed Crush flavor, leveraging the equity of the Sour Patch Kids franchise and Crush brand to reach the younger consumer; launched in October, 2020Collaborated with Insights team to understand Schweppes competitive differentiation to market leader, Canada Dry, resulting in a revised strategy around mixing and Distribution gap closures in key markets.Established distribution gap scorecards to help rally and hold RTM and Commercial teams accountable,resulting in immediate retail sales across both the Crush and Schweppes business.Responsible for ongoing business analysis, monthly reporting, and quarterly business reviews with senior leadership.
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Associate Marketing Media ManagerDr Pepper Snapple Group Mar 2017 - Jun 2018Plano, Tx, UsManaged agency relationships with Initiative (Media) and The Richards Group (Creative) to establish clear and defined learning agendas to answer key brand, media, and content specific questions to inform future planning initiatives and drive greater ROI efficienciesCo-led a partnership with Datorama to provide more timely data insights and analysis to ensure Brand teams were getting updates and insights to action against in a quicker time frameCollaborated with CSD counterpart to ensure consistency across all CSD and non-CSD brands in reporting deliverables and KPIsWorked across Snapple, Canada Dry, Schweppes, Motts, Clamato and Straight Up Tea to measure $40M+ in national and local media spend -
Senior Specialist, Digital InvestmentInitiative Jun 2016 - Mar 2017New York, Ny, UsAccounts: Dr Pepper (Regular, Diet, Cherry and Ten), Crush, Schweppes, Canada DryLed and executed an OMMA award finalist program leveraging influencers to showcase and amplify Dr Pepper’s “Pick Your Pepper” campaignOversee the strategic development and implementation of digital campaigns & establish workflow processes across the Dr Pepper Snapple Group portfolioHandle day-to-day client communication and provide digital expertise through the development of POV’s surrounding industry trends and first to market opportunities -
Specialist, Digital InvestmentInitiative Mar 2015 - May 2016New York, Ny, UsAccounts: Dr. Pepper (Regular, Diet, Cherry, and Ten), Crush and SchweppesContributed to increase in Dr Pepper sales, surpassing Mountain Dew as the #3 CSD beverage in 2015Collaborated with broadcast and strategy teams to develop innovative, holistic campaigns for Dr Pepper & its various sub-brands (Cherry, Ten, Diet)Managed two direct reports by ensuring campaign deadlines, budgets, media mix and programs proposed aligned with client objectives
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Senior Associate, Digital InvestmentMindshare May 2014 - Mar 2015London, England, GbKey member in strategizing first-to-market, award-winning SKYY Vodka and Uber digital partnership with reward-based mobile platform (Kiip)Leverage insight to key data sources and industry trends to discover new, first to market opportunities that support the client's objectives.Communicated with various media channel teams to develop and create seamless, multi-million dollar strategic & tactical recommendations for the Campari Liquors, AM/PM, Arco and Bare Escentuals clientsSupervised one-direct report including training, development and management of day-to-day responsibilities -
Associate, Digital InvestmentMindshare Jul 2013 - May 2014London, England, GbAssisted in the development of strategy, tactical recommendations and implementation of digital campaigns for multiple multi-million dollar accounts such as Campari Liquors, Bare Escentuals, AM/PM, Arco and Cisco (WebEx)Compile digital monthly reports and end of campaign reports to portray campaign performance, help renew contracts and secure additional revenue for 2014 campaignsEstablished recurring company-wide philanthropic volunteer efforts with the LA Food Bank and Toys for Tots drive. Managed the company softball teamExperience in global expansion, international vendor relations and development of tactical media plan's for WebEx expansion (U.K., France, Germany, Spain and Australia)
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StudentUniversity Of Denver'S Daniels College Of Business Aug 2012 - Jun 2013Dedicated, hard-working MBA student concentrating in Marketing.Member of the Denver University Marketing Association (DUMA)Marketing classes include: Digital Marketing & Buyer Behavior which focused on creating an E-marketing plan and analyzing consumer purchase decisions.Interested in pursuing a career in Brand Management and Advertising
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Student ConsultantTeletech Mar 2013 - May 2013Greenwood Village, Colorado, UsInvestigated best practices within the wireless industry and conducted preliminary market research of all national wireless providers.Developed a bench-marking survey and presented results to senior-level executives.Compiled Excel spreadsheets and graphs evaluating various metrics related to customer acquisition, churn and retention rates. -
Partnership Marketing And Media Sales InternKroenke Sports Enterprises Jan 2013 - May 2013Denver, Co, UsSupported account directors by compiling research about prospective clients and putting together proposals for account teams to use with prospective clients.Assisted with game-day operations for the Denver Nuggets (NBA), Colorado Avalanche (NHL) and Colorado Mammoth (Major League Lacrosse).Directed consumer giveaways/promotions and report results to clients.Compiled primary market research to support a multi-million dollar marketing contract renewal proposal for MillerCoors. -
ConsultantNanashapes Llc Jan 2013 - Mar 2013Conducted preliminary market research about the Nano-technology industry and evaluated leading competitors within the precious metal and luxury automobile sector.Developed recommendations and strategies for entering the precious metal and luxury automobile markets.Created a market research overview and contributed to the development of a marketing plan which was used to support pitching a multi-million dollar contract with companies such as Hublot, Ferrari and Tiffany and Co.
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Student Consultant (Intern)Goodwill Industries San Antonio Sep 2011 - Dec 2011Conducted an evaluation of current and needed resources to implement a Professional Volunteer program, created matrix showing results and presented findings and recommended possible strategies to senior leadership. Investigated best practices within the industry and utilized information to compile a readiness matrix for each individual department within the organization.Analyzed interviews with approximately 15 Goodwill executives and middle managers to establish a baseline of the organization’s readiness for the programs implementation.
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Intern: Conoco Phillips Team (Assistant Media Planner)Ksl Media Jun 2010 - Jul 2010New York, Ny, UsResponsible for compiling weekly Sigma reports to confirm commercial spots aired in proper time period and analyzed results of these spots.Composed competitive spend spreadsheets evaluating all competitors’ yearly spend and market awareness compared to Conoco Phillips and presented results to account director.Accurately ran reach and frequency reports analyzing target market viewing daily.Gained extensive experience with digital reporting through managing successful completion of weekly reports.
Jeff Pfeifer Skills
Jeff Pfeifer Education Details
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University Of Denver - Daniels College Of BusinessMarketing -
Trinity UniversityMinor In Sport Management
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Macquarie UniversityMarketing And Management
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Oak Park High SchoolHigh School Diploma
Frequently Asked Questions about Jeff Pfeifer
What company does Jeff Pfeifer work for?
Jeff Pfeifer works for Pepsico
What is Jeff Pfeifer's role at the current company?
Jeff Pfeifer's current role is Brand Marketing Director.
What is Jeff Pfeifer's email address?
Jeff Pfeifer's email address is je****@****ive.com
What is Jeff Pfeifer's direct phone number?
Jeff Pfeifer's direct phone number is +132337*****
What schools did Jeff Pfeifer attend?
Jeff Pfeifer attended University Of Denver - Daniels College Of Business, Trinity University, Macquarie University, Oak Park High School.
What are some of Jeff Pfeifer's interests?
Jeff Pfeifer has interest in Baseball.
What skills is Jeff Pfeifer known for?
Jeff Pfeifer has skills like Digital Marketing, Media Planning, Marketing, Social Media, Leadership, Teamwork, Strategy, Digital Media, Team Leadership, Time Management, Brand Management, Sports Marketing.
Who are Jeff Pfeifer's colleagues?
Jeff Pfeifer's colleagues are Liaqat Hayat, Erica Berardelli, Patrick S., Luis Javier Espino Legaría, Gabriella Camata, Rylee Wood, Roberto Maldonado.
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