Keurig Dr Pepper has appointed Drew Panayiotou as CMO of U.S. refreshment beverages, effective immediately, according to a press release. The role oversees marketing for a $9 billion drinks portfolio that includes Dr Pepper, Snapple, Canada Dry and A&W, as well as leading marketing centers related to insights and analytics, media and public relations, innovation, creative and category management. Panayiotou will report directly to Andrew Archambault, president of U.S. refreshment beverages at KDP, and work in close collaboration with marketing leadership at other units, such as the company’s U.S. coffee business.
KDP’s marketing shakeup comes as some of its top brands experience newfound momentum. Dr Pepper earlier this year topped Pepsi as U.S. consumers’ No. 2 soda, per Beverage Digest data. The hire of Panayiotou indicates that the CPG marketer is also aiming to ramp up a focus on new technology and media channels.
“We’re excited for Drew Panayiotou to bring his deep acumen and expertise to accelerate a digital-first marketing approach at KDP,” said Archambault in a press statement. “As consumer-obsessed brand builders, KDP is embracing new ideas and cutting-edge technologies to connect and resonate with today’s audiences, and Drew will take this work to new heights.”
Panayiotou’s prior experience spans an array of industries, including beverages, healthcare, retail and entertainment. He previously worked at KDP nearly three decades ago, acting as brand manager for Canada Dry. Most recently, the executive served as the first global marketing chief of Pfizer, with a remit covering all of the pharmaceutical giant’s markets and products and a team of 1,400 employees.
Panayiotou announced his intentions to leave Pfizer earlier this year following a two-year stint that focused on enhancing the brand’s use of technology in marketing, including applications of artificial intelligence in media and content and the development of a direct-to-consumer e-commerce model. Panayiotou also enacted a major agency overhaul that eventually saw Publicis Groupe take over most of the business after an ill-fated attempt to split duties between ad-holding groups. In addition, the marketer was responsible for running Pfizer’s first corporate Super Bowl spot in February.
Panayiotou succeeds Andrew Springate, who is shifting to a newly created role leading KDP’s industry and strategic initiatives after over seven years as CMO of U.S. refreshment beverages. Springate was credited by Archambault for elevating Dr Pepper to its current status.
