PEPSICO ELEVATES MISBAH GHANI AS DIRECTOR OF MARKETING TRANSFORMATION FOR EMEA REGION

PepsiCo has appointed Misbah Ghani as Director of Marketing Transformation for its Europe, Middle East and Africa (EMEA) region. Previously serving as Regional Senior Marketing Manager for Beverages across MEA and South Asia from Dubai, she will now lead digital, consumer-centric and innovation-driven marketing evolution across diverse EMEA markets.

PepsiCo has announced a strategic leadership elevation with the appointment of Misbah Ghani as Director – Marketing Transformation for the EMEA region, marking a significant step in the company’s ongoing focus on innovation, modernisation and future-ready brand building across its vast international markets.

Ghani, who has been serving as Regional Senior Marketing Manager for Beverages across the Middle East, Africa and South Asia from PepsiCo’s Dubai hub, has played a pivotal role in accelerating brand resonance and consumer relevance for some of the company’s most powerful beverage portfolios. Her shift into a wider mandate comes at a time when PepsiCo is intensifying its data-led marketing, digital acceleration and experience-driven consumer engagement across Europe, the Middle East and Africa — a region that spans culturally diverse, digitally evolving and hyper-competitive markets.

In her previous role, Ghani helped shape PepsiCo’s beverage marketing strategies in culturally layered markets, strengthening category appeal among both legacy consumers and Gen Z digital natives. Her experience navigating consumer behaviour shifts, tailoring campaigns to regional nuances and integrating purpose-driven brand narratives has positioned her as a key voice in PepsiCo’s next phase of marketing transformation.

In her new role, she will be responsible for driving PepsiCo’s strategic evolution across the EMEA region — aligning marketing transformation with business growth priorities, embedding digital-first thinking across markets, and future-proofing brand frameworks to deliver long-term competitiveness. The mandate is expected to involve strengthening omnichannel strategies, scaling AI- and insights-led creativity, and building frameworks that accelerate innovation at speed and scale.

Ghani’s appointment underscores PepsiCo’s commitment to placing transformative marketing leadership at the centre of its global growth blueprint. It also reflects a growing trend among global FMCG giants to upgrade legacy marketing models and rewire their structures for an increasingly dynamic, tech-powered consumer landscape where relevance is real-time and loyalty is earned through experience.