President, Global Beverage Group, Pepsico, Inc.
Brad Jakeman has a passion for developing category-disruptive ideas and campaigns that challenge the status-quo and build world-class brands. As PepsiCo’s President of the Global Beverages Group, Jakeman leads global strategy, brand building, advertising, marketing, innovation and productivity for PepsiCo’s global portfolio of beverages including renowned brand stalwarts such as Pepsi, Mountain Dew and 7Up. Under his stewardship, Pepsi unveiled the first-ever global positioning for the brand, enlivened under the “Life for Now” tagline, and rolled out the brand’s first truly global, synchronized advertising campaign featuring Beyoncé. Jakeman also oversaw the creation of Pepsi Pulse, the brand’s first global media network anchored in a real-time, Pepsi point of view on “glo-cal” pop culture.
Jakeman’s hallmark is a passionate belief that innovative, consumer-centric and creatively expressed ideas, integrated within a 360-degree consumer experience, can drive more powerful and engaging brands, which in turn create an economic multiplier for companies. In a career that has spanned fashion, retail, consumer packaged goods, entertainment, technology and financial services, Jakeman has managed some of the world’s biggest brands on a global stage.
Prior to joining PepsiCo, he was Executive Vice President, Chief Creative Officer & Chief Marketing Officer for Activision Blizzard Inc., the world’s largest videogame and interactive entertainment company. At Activision, Jakeman led all facets of the company’s global marketing functions including media, advertising, design & consumer experience, CRM, consumer insights and digital. He was responsible for marketing seminal brands Guitar Hero and Call of Duty, the latter an all-time best seller which was the largest entertainment brand launch in history for two consecutive years, earning more than $600 million in sales in the first four days of release.
Prior to Activision, Jakeman was Macy’s Inc. Executive Vice President, Marketing charged with revitalizing and re-positioning the Macy’s brand. There he developed the retailer’s first-ever national brand campaign directed by Academy Award winner Barry Levinson and choreographed by two-time Academy Award winner Bob Richardson, and featuring some of the world’s foremost entertainment, cultural and fashion icons including Kenneth Cole, Sean “Diddy” Combs, Tommy Hilfiger, Emeril Lagasse, Kimora Lee Simmons, Jessica Simpson, Martha Stewart, Donald Trump and Usher. Eight years later Macy’s has re-interpreted this idea countless times - with the latest iteration including Justin Bieber, Marcus Samuelsson, Carlos Santana and Taylor Swift - and it continues to define and drive Macy’s strategic brand direction.
Jakeman’s first client-side role was in 1998 when he accepted a newly created position of Managing Director, Global Advertising at Citigroup in New York. He led the development team that created the critically acclaimed -- and Emmy Award Winning--“Live Richly” brand platform and the Citi Identity Theft Solutions service.
In the last 10 years Jakeman has been responsible for leading marketing ideas that have won more than 200 awards at the world’s most prestigious marketing shows. He frequently collaborates with other leaders shaping pop culture and is a sought-after judge at major creative and marketing award shows globally.
Advertising Age named Jakeman one of America’s “Top 50 Marketers,” The Australian newspaper dubbed him one of the “top 20 people shaping global media” and he is a board director of the Advertising Club of America.
Jakeman was born in Australia and holds a Bachelor’s degree in Mass Communication and Psychology from Macquarie University, Sydney. He currently resides in New York City.