PepsiCo’s international foods CMO: ‘Recruiting from outside marketing helps teams think differently’
PepsiCo’s CMO of international foods, Mustafa Shamseldin is building a team of marketers from outside FMCG and non marketers, claiming a lack of experience in marketing is not a barrier to becoming a great marketer if they have a “deep desire to understand humans”.
A team with diversity of thought, experience and background is a priority for PepsiCo’s CMO of international foods, Mustafa Shamseldin. In recruiting marketers to the business, he actively looks for those who come from other professional backgrounds.
“I want to take people who have never worked in FMCGs and put them in FMCGs, I want people that have actually never worked in marketing… we’re doing that and it’s already delivering results. We’re thinking differently about some of our old problems,” he says.
Shamseldin himself began his career having graduated from an engineering degree, before going into marketing and working across various FMCG companies before going on to lead marketing across international food brands, including Lay’s, Walkers and Doritos.
