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Santana moves up in Pepsi shuffle
Published September 15, 2008
Pepsi sports marketing chief Ralph Santana has been promoted to vice president of colas, N.A., part of an overall marketing reorganization that began when Cie Nicholson, Pepsi-Cola North America senior vice president and CMO, resigned in July.
Sources said further executive changes are expected within the marketing ranks, including naming which executive will take Santana’s old title of vice president of sports media and interactive marketing. For now (and possibly on a more permanent basis) John Stamatis, director of sports marketing, will head the department.
Santana has held his current post since 2006. In 14 years at Pepsi, he has worked in the company’s international business and its Lipton Tea unit.
Meanwhile, rumors continue to swirl that PepsiCo is looking to more closely tie sports marketing of Pepsi beverages with those of its Gatorade beverages, which have been run separately, with Gatorade operating out of Chicago and Pepsi out of Purchase, N.Y.
“There’s a CMO [Dave Burwick, who was named last month] now over both brands and a lot of people [inside Pepsi] see that as the first step,” said one Pepsi insider.