Rachel Ferdinando—who previously spearheaded Frito-Lay North America’s marketing efforts and partnership portfolio—is being promoted to chief marketing officer, the company said today. The company’s former CMO, Jennifer Saenz, will be promoted to president of PepsiCo Global Foods.
As the CMO, Ferdinando will be tackling brand marketing, innovation, design and media for the $16 billion snack food giant. The move will also see her take on an svp role at the company.
“In her previous role, Ferdinando led the team that accelerated the growth of core brands, evolving the Doritos brand for the next generation,” said Frito-Lay’s parent company, PepsiCo, in a statement. The company pointed toward moves like introducing Doritos Blaze via “one of the most-watched Super Bowl ads of all time,” and being the force behind some of the company’s most successful product debuts, like the Doritos Flamin’ Hot Nacho earlier this year.
Previously, Ferdinando told Adweek that key to her strategy behind branding the snacking juggernaut is listening in on the brand’s Gen Z base to find experiences that could engage them outside of a traditional banner ad. The result was several firsts for Frito-Lay, like “flamin’ haute” fashion shows, pop-up restaurants hosted by Cheetos and a Doritos ad campaign with no mention of Doritos to be found.