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, and The Starbucks Partnership. Additionally, she provides media thought leadership to Pepsi’s Customers, Divisions, and Food Service teams.
Through her time at PepsiCo, Ms. Haniffy has exhibited an unwavering commitment to challenging the status quo in media. She drives content and technology innovation through media strategy, developing creative, and immersive media marketing programs, with both established and emerging partners. Additionally, she has been instrumental in multi-million-dollar investments, from the annual upfront to NA Digital partnerships.
Prior to joining PepsiCo, Ms. Haniffy worked at Initiative, MPG, MediaEdge, and MediaVest. There she gained experience in planning, buying, insights, and branded entertainment working with clients such as Intel, MCI WorldCom, Accenture, Xerox, P&G, and Hardees.