PepsiCo's Frank Cooper Joining BuzzFeed as Chief Marketing and Chief Content Officer
Frank Cooper, PepsiCo's longtime chief marketing officer of global consumer engagement and a four-time Billboard Power 100 honoree will join BuzzFeed in late June as the company's chief marketing and content officer, BuzzFeed announced Tuesday (June 2). Cooper will report to BuzzFeed president Greg Coleman, and CEO Jonah Peretti.
“Throughout my career, I’ve been obsessed with the convergence of four things: culture, brand marketing, data and technology," Cooper said in a statement. "There’s only one company today that sits at the intersection of all those things, which is why this role at BuzzFeed was irresistible to me. With Jonah’s vision and Greg’s world-class business acumen, the opportunity could have not been more clear. I can’t wait to get started.”
During his 12 years at Pepsi, Cooper was instrumental in revitalizing the company's global music strategy, from inking talent deals with Beyonce, Usher and Janelle Monae, to overseeing its multi-year, multi-million dollar sponsorship of Fox's The X Factor to blending music and digital innovation through its support of Midemlab's startup incubator, YouTube's premium content initiative and, yes, BuzzFeed's native advertising platform (though the latter was not without controversy.) Most recently, he accepted Pepsi's Hall of Fame award for legacy contributions to music and advertising at the 2015 AMP Awards for Music and Sound on May 5 in New York City.
A Pepsi spokesman confirms the company will not replace Cooper, but Ellen Healy, senior marketing director - global consumer engagement, will continue to oversee global music strategy for PepsiCo. "We want to thank Frank for his many contributions to PepsiCo through the years and wish him nothing but the best in his future endeavors," the company said in a statement.
In the U.S., Pepsi remains an active, powerful player in live music and sports as overseen by VP marketing and consumer engagement Adam Harter, who leads the brand's sponsorship of the NFL's Pepsi Super Bowl Halftime and a recently completed multi-year deal with Live Nation.
“Our company is evolving from a growing U.S. website to a global media company with massive scale. That transition, communicating the effectiveness of our advertising product, the marriage of data and branded content, and the task of building an international brand could only be handled by one of the best in the business. We couldn’t be more thrilled Frank Cooper has joined us to take on that exciting challenge,” BuzzFeed's Coleman added in a statement.
A BuzzFeed press release described Cooper's role as leading brand partnerships to drive revenue for the company, including branded content, research initiatives and leveraging BuzzFeed's advertising platform with brand partners for "social and brand lift."