Top Pepsi marketer, the man who signed up Beyoncé, quits
The man leading Pepsi's recent promotion blitz, including bringing Beyoncé to the brand, has resigned.
AMIN: Brought in Beyoncé
Global chief marketing officer Salman Amin is leaving the company for a management job with household products company S.C. Johnson .
The departure, which was only announced internally, opens up a top marketing job a year after Pepsico increased its marketing budget to better compete with rivals like Coca-Cola, said the Wall Street Journal.
Amin, who became PepsiCo's global chief marketing officer only last May, will serve as chief operating officer for S.C. Johnson's North American markets. His move was announced by PepsiCo President Zein Abdalla in an internal memo last month. A PepsiCo spokesman confirmed the departure on Friday.
Amin, a PepsiCo veteran of nearly 20 years, was most recently in charge of "trying to get more bang out of the company's global marketing budget and crafting its global marketing strategies," said the WSJ.
PepsiCo boosted its annual marketing budget by up to $600 million,focusing the spend on top global brands, like Pepsi-Cola, Doritos and Gatorade.
Global marketing campaigns, including the first one ever for Pepsi itself, have been launched,
The website Brand Channel said Amin was leaving the company on a high note, having helped CEO Indra Nooyi deliver over the last year on a number of crucial, marketing-based promises, including a turnaround for the company's flagship Pepsi brand.
Amin launched the first-ever global marketing campaign for Pepsi and signed Beyonce to a $50 million partnership that included the halftime show at the Super Bowl.
At SC Johnson, Amin reportedly will serve as chief operating officer for brands including not only Pledge and Glade but also Windex, Ziploc food-storage bags and containers, Off insect repellent and Raid bug spray. Before joining PepsiCo, he spent 10 years at Procter & Gamble.