Frito-Lay champions "marketing technologists"

This event report outlines how Frito-Lay, the snacks division of PepsiCo, is seeking to develop a new breed of "marketing technologists".

Frito-Lay champions "marketing technologists"

Stephen WhitesideWarc

Ram Krishnan has a clear message about the future of marketing – and it will require new job titles, as well as new job descriptions.

"The role of 'marketer' has changed to being a 'marketing technologist,'" Krishnan, the svp/cmo for Frito-Lay North America, told delegates at Advertising Week 2015 in New York.

While that transition may sound comparatively straightforward for today's breed of digitally-savvy brand custodians, putting it into practice will require rethinking how they plan and activate strategies. "Outside of information technology, no other function is going to change as dramatically as...

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