SodaStream USA has named former Coca-Cola marketer Matt Kahn as its first-ever chief marketing officer, tasked with turning the business into a “billion-dollar brand” in America alone.
The appointment comes as PepsiCo looks to ramp up SodaStream’s growth in the US. As sustainability becomes a more prominent consideration in Americans’ buying habits, SodaStream hopes its reusable water products will gain traction in the coming years.
Kahn has been tasked with pushing the brand’s planet-saving mission, as well as changing the way both consumers and corporations think about sustainability.
“I’m looking forward to working with the team on turning SodaStream into a billion-dollar brand in the United States alone, as it sits at the intersection of three key mega trends – health and wellness, environmental sustainability, and personalization,” said Kahn.
“I want SodaStream to inspire consumers and corporations to share our ambition towards creating a more sustainable ecosystem.”
Kahn joins from Celsius Holdings, which produces energy drinks such as Celsius Heat.
He was previously responsible for a portfolio of five alcohol brands as vice-president of marketing at Heineken, which he joined after a second stint working at Coca-Cola.
He originally worked for the drinks giant from 1998 until 2003, and returned after helping to broker the sale of Vitaminwater and Smartwater to the company in 2007.
“As SodaStream continues to aggressively pursue the opportunity for growth in the USA, Matt’s introduction to our organization will help realize our potential,” said Bryan Welsh, general manager of SodaStream USA.
“Matt has a proven track record of high-profile successes and iconic campaigns, and with him on board, our potential in the sparkling water market is endless.”
Shiri Hellman was named vice-president of US marketing in May 2019. She will continue in the role and report up to Kahn.