DENISE BASINI
Overview
11
11
years of professional experience
Work History
Commercial Marketing Director, Sparkling Portfolio
PepsiCo
Purchase, NY
10.2024 - Current
- Lead the retail commercial growth agenda for Sparkling portfolio (Pepsi, Dew, Mug, Starry and Bubly), driving best-in-class omnichannel activation across priority channels and customers.
- Accelerate key brand growth platforms including Food Deserves Pepsi (24 LF customers) and Dew + Snacking occasions (18 C&G customers), fueling double-digit Zero Sugar growth.
- Partner with Brand, Growth Cohort, and Commercial Planning teams to deliver compelling tools, selling stories and playbooks that engage the field.
- Manage $13MM A&M and $10MM Trade budget to maximize impact of Period Priorities and Big Bets, ensuring disciplined execution and strong ROI.
Shopper Marketing Director, North Division
PepsiCo
Purchase, NY
03.2022 - 10.2024
- Led the portfolio growth agenda for 12 regional Large and Small Format customers, totaling $500MM+ annual revenue.
- Delivered omnichannel marketing solutions that drove conversion to deliver on share targets and joint business planning objectives.
- Managed the planning, execution, and analysis of marketing campaigns across in-store, e-commerce and retail media networks.
- Allocated and managed $4MM budget.
Marketing Director, AFH New Business
PepsiCo
Purchase, NY
06.2019 - 03.2022
- Led the consumer and insight-driven marketing agenda and selling story to acquire national new business accounts across Recreation, Retail and Healthcare customers.
- Drove conversion of 12 national accounts resulting in over $150MM incremental net revenue and an additional 5 points of share in the Healthcare channel.
- Utilized full portfolio of brands and capabilities to develop custom marketing solutions, effectively managing accounts through conversion and PR launch.
Senior Brand Manager, Lipton Commercial
PepsiCo
Purchase, NY
04.2017 - 06.2019
- Led the U.S. commercial agenda for Lipton Ready-to-Drink Tea within Grocery, Mass, Dollar, C&G, Drug and Club channels.
- Developed marketing strategies to support core products and innovations for RTD and Fountain beverages with Commerce and Away from Home teams.
- Drove in-market execution in priority divisions, including leadership of regional LTO flavor commercialization.
Senior Customer Marketing Manager, Away from Home
PepsiCo
Purchase, NY
01.2015 - 04.2017
- Led Little Caesars contract renewal worth $350MM over 5 years.
- Spearheaded the strategic marketing strategy that drove beverage volume and revenue in more than 4,000 Little Caesars U.S. outlets.
- Developed and executed Little Caesars' national marketing plans including TV, digital/social, point of sale, and experiential.
Education
Bachelor of Arts - English; Communication, Mass Media And Society
State University of New York, College At Geneseo
Accomplishments
- BAM Grand Prix Award: Pepsi Zero Growth in US, 2025
- PBNA Away from Home Customer of the Year, Hershey Park 2023
- Chief Marketing Officer Leadership Award, Away from Home 2021
Timeline
Commercial Marketing Director, Sparkling Portfolio
PepsiCo
10.2024 - Current
Shopper Marketing Director, North Division
PepsiCo
03.2022 - 10.2024
Marketing Director, AFH New Business
PepsiCo
06.2019 - 03.2022
Senior Brand Manager, Lipton Commercial
PepsiCo
04.2017 - 06.2019
Senior Customer Marketing Manager, Away from Home
PepsiCo
01.2015 - 04.2017
Bachelor of Arts - English; Communication, Mass Media And Society
State University of New York, College At Geneseo