Marketing Game Changers 2022: PepsiCo’s Mohamed Aboelfotouh

Senior director, consumer engagement & marketing capability – Africa, Middle East & South Asia, PepsiCo

Years in current position: 2.5

Years with company: 6.5

Size of department: 18

Previous jobs

Head of media & digital lead for MEAPAC at PepsiCo

Consumer communications & e-business manager – North East Africa at Nestle

What is your objective in your current role?

Build transformational capabilities in the areas of data, creativity, content and media optimisation, enabling our brands to deliver holistic, relevant and engaging experiences to our consumers.

Do you have a guiding principle?

Marketing transformation is an ongoing journey that requires longevity to drive impact.

How do you make agency relationships work?

I believe that working with key partners as an extension of the team drives the best outcomes. Open and honest dialogue and working together to preserve ideas and initiatives that matter goes a long way in reinforcing partnerships.

What work do you wish you had done? 

The Pepsi Super Bowl half-time show

Who inspires you professionally?

I have always been inspired by leaders who challenge the status quo and lead impactful transformations in their organisations.

What is the next big opportunity in marketing?

I believe the adoption of personalisation in meeting consumer needs, expectations and interests will be the next big opportunity. With such massive clutter in the advertising scene and major disruption happening in our digitally evolving world, personalisation of content, offerings and products will make a lot of difference in helping brands maintain an advantage and stay relevant.

Recent achievements

Leading PepsiCo AMESA’s marketing transformation journey on leveraging data to drive efficiency and engagement. Completing the structuring of the consumer engagement function across key markets.

Rapid fire

  • What are you craving?
    Great food, always.
  • What are you hiding from?
    The gym.
  • What app are you glued to?
    All streaming apps.
  • What are you playing?
  • What are you watching?
  • What is your good habit?
    Being optimistic.
  • What is your bad habit?
    Not taking enough time for myself.

Agency reference

Hossam Sherif, senior director, OMD MENA

I have worked with Mohamed for six years. He is a champion of the digital transformation agenda for PepsiCo across AMESA. One of the great traits of Mohamed is his vision of the market. He’s always two steps ahead, and on top of that he is a leader who ensures his agency is an extension of his team. He is always pushing the bar, and we are continuing to work together on combining data and creativity.