Veteran executive Drew Panayiotou has been appointed as chief marketing officer, U.S. Refreshment Beverages, by Frisco-based Keurig Dr Pepper.

The company, which has dual headquarters in Frisco and in Burlington, Massachusetts, said Panayiotou brings a modern approach to marketing and a broad range of experience to the role, having led teams at agencies and across multiple industries, including beverages, technology, healthcare, retail and entertainment.

“We’re excited for Drew Panayiotou to bring his deep acumen and expertise to accelerate a digital-first marketing approach at KDP,” said Andrew Archambault, president, U.S. Refreshment Beverages at KDP. “As consumer-obsessed brand builders, KDP is embracing new ideas and cutting-edge technologies to connect and resonate with today’s audiences, and Drew will take this work to new heights.”

Keurig Dr Pepper said that Andrew Springate, who currently serves as CMO for U.S. Refreshment Beverages, is being appointed to a “critical new role” leading industry and strategic initiatives, reporting directly to Chief Executive Officer Tim Cofer. Springate will bring his nearly 30 years of sales, marketing, and general management experience—and deep relationships across the beverage industry—to the position, the company said.

“I want to recognize Andrew Springate for his more than seven-year tenure as CMO of U.S. Refreshment Beverages,” Archambault said. “Andrew played a key role in elevating the marketing of Dr Pepper and contributing to the incredible growth trajectory of this iconic brand. KDP is fortunate to have his vision, leadership and beverage industry knowledge in this new role.”

‘Accelerating our digital marketing transformation’

Panayiotou joins Keurig Dr Pepper most recently from Pfizer, where he was that company’s first global chief marketing officer with oversight of marketing across all of Pfizer’s markets and products, leading a team of 1,400.

While at Pfizer, Panayiotou led the deployment of AI-driven content and media capabilities and developed a direct-to-consumer e-commerce engagement model to elevate how Pfizer reaches and serves patients. He also led an innovative corporate brand campaign focused on fighting cancer.

“I’m thrilled to join the KDP team and help steward these iconic brands,” Panayiotou said. “I look forward to accelerating our digital marketing transformation while creating meaningful connections with consumers in new media spaces.”

As CMO, U.S. Refreshment Beverages, Panayiotou will lead marketing for KDP’s nearly $9 billion portfolio of cold beverage brands, including Dr Pepper, Canada Dry, Mott’s, A&W, Snapple, 7UP, and Core Hydration. He also will oversee all functions within the company’s enterprisewide marketing centers of excellence, including insights & analytics, media & public relations, marketing innovation, creative services and category management.

Before his role at Pfizer, Panayiotou was CMO at Verily/Google Life Sciences, and earlier, was president and CEO of BBDO-ATL and president of Red Wagon Ventures, a new business incubator at Chick-fil-A focused on building and scaling retail experience concepts. He also held senior marketing leadership roles at Best Buy, the Walt Disney Co., and The Coca-Cola Co.

Early in his career, he served as a brand manager for Canada Dry.

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