SBD/Issue 187/Sports Industrialists
Pepsi Marketer Ralph Santana To Become Samsung America CMO
Published June 11, 2010
|Santana Has Been With
Pepsi For About 16 Years
Longtime Pepsi marketer RALPH SANTANA has resigned and will join Samsung America as CMO shortly. Santana has been with Pepsi around 16 years, most recently as North America VP/Colas. In Samsung, Santana joins one of three major TV manufacturers selling 3D televisions, which would make sports marketing a likely marketing tool. Samsung failed to renew an NFL sponsorship deal originally signed in '05 when it expired at the end of March. However, its global sports sponsorships include a deal with EPL club Chelsea and NFL Giants QB ELI MANNING. Samsung also has wireless telecommunications equipment rights with the IOC as a TOP sponsor through the '16 Rio de Janeiro Games. Santana had been VP/Colas since '08, prior to which he was VP/Sports Media & Interactive Marketing. He joined Pepsi in '94 as a marketing associate for Pepsi International.