Todd Kaplan is the Vice President of Marketing at Pepsi where he is responsible for leading PepsiCo’s flagship brand – Pepsi.? In this role, he oversees all brand creative, communications and commercial execution across Pepsi, Diet Pepsi and Pepsi Zero Sugar, while building a long-term strategy and new product innovation for the brand overall.
Since Fall 2018, Kaplan has brought a challenger mindset and culture-forward perspective that has been foundational to re-energizing the Pepsi brand. Whether it has been establishing the fact that Pepsi is “More Than OK” with superstars like Cardi B, or making history with J. Lo and Shakira as the first two Latina artists to headline the Pepsi Super Bowl Halftime Show, Kaplan has infused a new unapologetic energy into the brand and has further cemented its role in pop culture. During his tenure, he successfully led the turnaround of the Pepsi business, with the Pepsi brand achieving its first positive sales growth in over 10 years, seeing positive growth across every one of its sublines, including high, double-digit growth in its Pepsi Zero Sugar product. Under his leadership, the Pepsi brand has delivered nine consecutive quarters of positive sales growth (and counting), along with significant increases in brand equity and all-time highs in creative effectiveness.
Kaplan has spent the past 14 years at PepsiCo, where he has consistently brought his creativity, strategic thinking, and passion to each of his roles. Most recently, he oversaw PepsiCo’s multi-billion-dollar U.S. Water Business where he transformed the company’s water portfolio by creating and launching two of the biggest innovations in PepsiCo history - LIFEWTR (premium water) and BUBLY (sparkling water).? These products delivered close to $500MM in sales in their first two years alone and quickly helped PepsiCo become the #1 driver of growth in the U.S. water category. Over the years, Kaplan has worked across a variety of businesses at PepsiCo, from leading marketing for Mountain Dew, to overseeing Pepsi’s NFL and MLB sponsorships, to creating disruptive new beverage innovation products for PepsiCo’s foodservice division. ?Prior to joining PepsiCo, he worked for Millsport LLC, a sports marketing consultancy, where he oversaw the VISA International business.?
Kaplan was recently named one of the “Top 25 Most Innovative CMO’s” in the world by Business Insider, one of the “Top 50 Marketers in North America” by OnCon Icon Awards, and one of the country’s “40 Most Innovative Marketers under 40” by Brand Innovators. He played a key role in PepsiCo being named as Marketing Dive’s “Marketer of the Year” in 2019, has been profiled on the cover of Event Marketer magazine, and is a regularly featured speaker in the industry, including mainstage appearances at the Cannes Lions International Festival of Creativity, NY Advertising Week, and South by Southwest.?He holds a BA in Economics from Northwestern University, and an MBA from Yale University.