• by Danielle Oster , November 12, 2024

A new chief marketer will preside over the number two soda brand nationally, as well as the rest of Keurig Dr Pepper’s U.S. refreshment beverages portfolio.

Keurig Dr Pepper (KDP) appointed Drew Panayiotou to the role of CMO, U.S. refreshment beverages, effective as of Nov. 11. In the role, he will be responsible for leading and managing marketing for KDP’s $9 billion portfolio in the cold refreshment beverage category – which includes such brands as 7Up, A&W, Canada Dry, Core Hydration, Mott’s,and Snapple, in addition to its flagship Dr Pepper brand.

Panayiotou will also be responsible for overseeing all functions with KDP’s enterprise-wide marketing “centers of excellence,” across departments such as media and public relations, marketing innovations, insights and analytics, creative services, and category management, according to the company.

In the role, Panayiotou will report to KDP president, U.S. refreshment beverages Andrew Archambault, and work closely with marketing leaders within KDP’s coffee unit, and its Canada and Mexico operations teams, with the goal of evolving the company’s approach to brand-building.

In a statement, Archambault attributed the appointment of Panayiotou to his “deep acumen and expertise to accelerate a digital-first marketing approach,” adding, “As consumer-obsessed brand builders, KDP is embracing new ideas and cutting-edge technologies to connect and resonate with today's audiences, and Drew will take this work to new heights."

Panayiotou joined KDP following over two years as global CMO for Pfizer. Prior to that, he spent a couple of years as CMO for Google’s Verily, and Google Life Sciences. His industry experience includes both brand marketing and agency leadership roles.

He left a role as president and CEO of BBDO Atlanta in early 2017 to lead Chick-fil-A innovation incubator Red Wagon Ventures for nearly four years.. His marketing leadership roles have also included stints at Best Buy, The Walt Disney Company, and Coca-Cola -- where he served as vice president, global marketing for the Sprite and Fanta brands.

Panayiotou said in a statement that he would work on “accelerating [KDP’s] digital marketing transformation while creating meaningful connections with consumers in new media spaces," in the role.

Panayiotou replaces Andrew Springate in the role, as Springate moves into what the company characterized as a “critical new role leading industry and strategic initiatives,” reporting directly to KDP CEO Tim Cofer, and working closely with Panayiotou over the ensuing months to ensure a smooth transition for the incoming CMO.

2024 marked something of a milestone year for the Dr Pepper brand in particular, as it overtook Pepsi as the number two soda brand behind Coca-Cola.