Katie Haniffy, Sr. Director and Head of Media Strategy & Investment, PepsiCo Beverages North America, leads the media group in execution and development of large-scale paid media plans for brands throughout the $2.5 billion PepsiCo portfolio, including Tropicana, bubly, Lifewtr and Pepsi. Working in collaboration with DX, Foodservice, Beverages and many other divisions, Katie facilitates collaboration between cross-functional teams to intersect earned and paid media opportunities at the local, regional and national levels.
A 15-year PepsiCo veteran with over two decades of marketing experience across various agencies, Katie excels at turning consumer insights into compelling media plans that maximize spending impact and bring marketing initiatives to life. Content and technology innovation are key to her media strategy, which includes developing creative and immersive media marketing programs, with both established and emerging partners grounded in data and ROI. Katie has successfully launched multi-million-dollar investments, like the annual Upfront and NA Digital partnerships, and is responsible for managing the brand’s relationships with media leaders including Facebook, Twitter, Omnichannel and NBC Universal.
Her innate insight into media trends enables her to adapt to the quickly evolving media landscape, capitalize on emerging technologies and platforms and use her deeply-rooted industry partnerships to leverage brand-defining growth opportunities.