How To Build an Iconic Brand with CMO of PepsiCo Int’l Beverages, Mark Kirkham

How do you create a brand and marketing strategy that not only stands out but also stands the test of time? Join us in this insightful episode of the Scratch Podcast as we sit down with Mark Kirkham, the CMO of PepsiCo International Beverages to dig into how Mark does it with some of the biggest and most well-established brands in the world, but also how he’s building new challengers in the beverage category. Mark brings his wealth of marketing experience from his tenure at PepsiCo, overseeing the creative, innovation, and marketing strategy across a variety of renowned brands.

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Why do some businesses grow faster than others? What do the marketers leading them do differently? How can we learn from them to grow our own businesses and careers? Scratch explores the world of challenger marketing - the thinkers and doers questioning the status quo and rewriting the marketing rule book ‘from scratch’. Each episode will dive deep into the experience and perspective of an industry thought leader to understand the unique insights and ideas that have powered their success. We will interview some of the biggest names in the marketing world - the people with the most interesting stories to tell. We’ll hear from the CMOs of the biggest brands in the world, but also the entrepreneurs building hyper-growth start-ups to really understand the full spectrum of challenger marketing today. We’ll get into the nitty gritty: the details of how they think and what they do differently in order to deliver simple, clear, and actionable lessons for all marketers. Scratch is the ‘How I Built This’ of marketing - we hope to inform and inspire a generation of marketers to grow their businesses and their careers like true challengers ‘from scratch’ every day.