Charlie Crideford

PepsiCo

Total Connections Planning & Media Lead

As Total Connections Planning & Media Lead at PepsiCo, Charlie Crideford has transformed PepsiCo’s media strategy across GB&I, championing a truly integrated, consumer-centric approach. Her vision is to forge authentic connections by blending traditional and digital channels, creating cohesive campaigns that resonate powerfully with today’s consumers.

Using genuine insights, Charlie has led the shift from a TV-centric model to a balanced media mix that integrates Out-of-Home (OOH), digital, and high-impact channels. This evolution has empowered PepsiCo to stay ahead of changing consumer behaviours, reaching audiences at every touchpoint and significantly enhancing ROI. In an intensely competitive landscape, Charlie has implemented a portfolio-level strategy that optimises visibility across multiple brands, increasing share of voice and driving record growth - particularly within the no-sugar cola category. Her efforts have cultivated a forward-looking growth mindset, encouraging creativity and adaptability through cross-agency collaborations and innovative training programs. Under her leadership, PepsiCo has launched a suite of award-winning campaigns, such as the Pepsi MAX Hidden Pitches, Pepsi MAX Cherry Ring Popper, and Doritos’ PlayStation collaboration, which have elevated PepsiCo’s cultural relevance and set a new standard for creativity. Charlie’s contributions have not only driven exceptional brand growth but have also positioned PepsiCo as a trailblazer in media innovation, pushing the boundaries of what’s possible in the industry.