Head of Media, Beverages, PepsiCo
With over 20+ years in marketing, Katie Haniffy leads the internal media team that supports the North American Beverage Marketing Department. As the Head of Media, she is responsible for the overall Omnichannel Media Strategy, Publisher/Platform Partnerships, Plan Execution, Investment and Measurement for PepsiCo’s CSDs, Water+ Portfolio, The Lipton Partnership, The Energy Portfolio, The Starbucks Partnership and Innovation. Additionally, she provides media thought leadership to Pepsi’s Customers, Divisions and Food Service teams.
Through her time at PepsiCo, Katie has exhibited an unwavering commitment to challenging the status quo in media. Through driving content & technology innovation through media strategy, developing creative, immersive media marketing programs, with both established and emerging partners grounded in data and ROI. Additionally, she has been instrumental on multi-million-dollar investments from the annual Upfront to NA Digital partnerships.
Prior to joining PepsiCo, she worked at Initiative, MPG, MediaEdge and MediaVest. There she gained a vast experience in planning, buying, insights, and branded entertainment across clients such as Intel, MCI WorldCom, Accenture, Xerox, Proctor & Gamble and Hardees.