Head of Media, Marketing Communications and Commercial Operations, North America Juice, PepsiCo
Enrique Cortiñas is a 17yr PepsiCo veteran. He is currently Sr. Marketing Director for PepsiCo’s North American Juice+ Portfolio – a Premium Beverage Portfolio which includes leading brands like Tropicana, Naked Juice and KeVita Drinks. Enrique oversees the units’ Strategy and Execution of Media, Brand Communications and Commercial Executions.
Enrique has a unique and interesting background uncommon for a head of marketing at a large Fortune 50 CPG company. Enrique has worked on several strategic projects for the company’s CEO over the past decade and a half. He has recently overseen the repositioning and relaunch of Naked Juice’s “However You Healthy” program which has helped the brand expand market share from an already robust undisputable leadership position, the rapid acceleration / expansion of KeVita Drinks across the US – doubling the brands’ household penetration on the back of a widely successful “Alive Like You” campaign in 2018. In 2017, he oversaw PepsiCo’s Coconut Water business globally and before that ran Latin America’s Juice and Coffee categories, successfully creating and expanding Strategic Alliances with companies like Starbucks and Ocean Spray Cranberries. Prior to becoming a marketer, Enrique was part of the team that acquired PepsiCo’s first and world’s 2nd largest Coconut Water brand. He was also the head of due diligence and integration in the creation of the company’s Mexican Beverages JV.
Enrique is an enthusiastic and charismatic leader but is enthralled by one of the mayor challenges facing many marketers today – the importance of Return on Investment + Creative. His business first mindset challenges his marketers to think holistically about how they invest their funds; pushing them to maniacally pursue effectiveness and efficiency across every program they run. He commonly reinforces 3 core tenets for success in business and marketing today: 1) Passion to inspire and excite others, 2) Prudence to protect those relationships and the trust need to act quickly; and 3) Diligence to earn and maintain the most important currency we trade- Credibility.
Enrique is a BA graduate of INTEC (Instituto Tecnológico de Santo Domingo) and an MBA graduate of the School of Management at the University of Liverpool in the UK. He has participated in several executive leadership programs at the Kellogg School of Mgmt @ Northwestern Univ – and will finalize an Executive Scholar program at the school later this fall.
Enrique was recognized as one of AdWeek’s 2018 L.A. Brand Stars. Enrique has been featured and quoted in articles covering the growth of Kombucha in the US by BevNet (a recognized authority on the beverage industry) as well as articles covering M&A and Strategic Alliances over the past decade.
Enrique lives in Chicago, IL and is a passionate cyclist, runner and aspiring swimmer.