Ashley Booker

Mountain Dew Brand Lead: NBA Partnership, Music and Cultural Engagement Strategies, PepsiCo

Since joining PepsiCo in 2014, Ashley’s held brand management roles on both the Pepsi Trademark and
Mtn Dew Brand Teams. Currently, on the Mtn Dew Team, Ashley owns the NBA Partnership, as well as
Music and Cultural Engagement Strategies. Most notably, she designed and drove the strategic
framework that rebooted how Mtn Dew shows up with the NBA. From retail to media, Television
Commercials to immersive IRL experiential footprints, the 3pt Contest to coveted capsule collections,
Ashley’s the architect behind every Mtn Dew x NBA touchpoint.


When it comes to shaping the brand’s Music and Cultural strategies, Ashley’s catapulted the brand into
a bold new territory through focusing on and building meaningful connections with the multi-cultural
Gen-Z and Young Millennial consumer. She’s spearheaded a myriad of partnerships with Billboard,
Complex, BET and more. Ashley’s shaped a dynamic new tone for Dew, positioning it as an accessible
and inviting brand to all.


Ashley graduated from the University of Pennsylvania as a communications, business and commerce
major. She currently resides in New York City and is deeply invested in cultivating the community at
large.

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