JP Bittencourt is the SVP Sparkling for PepsiCo US Beverages with responsibility across Pepsi, Mountain Dew, Starry, Mug Root Beer and bubbly sparkling water - a $25 Billion dollar business across all retail outlets. He has been with PepsiCo for over 10 years, with 20+ years across the Food and Beverage industry.  In addition to leading the teams that restaged the Mountain Dew Brand in 2025, he has produced 6 Super Bowl Campaigns, 3 Halftime Shows, launched innovation initiatives that generate over $1B annually in sales, awarded 5 Cannes Lions for Creativity and Executive Produced 3 Documentaries - 2 of which premiered on Showtime and ESPN.