James Clarke has the receipts. Because the senior director of digital and social at PepsiCo Meals U.S.’ in-house inventive company, Clarke is redefining how almost 30 manufacturers have interaction with customers by way of owned and earned media. And when he says he has pushed unprecedented engagement, development, and cultural relevance, there’s loads of information to again that up.
In 2024, PepsiCo manufacturers’ social channels added 1 million new followers, marking 120% YoY development, and generated greater than 18 million engagements. As well as, 22 distinct PepsiCo model web sites noticed greater than 20 million visits—that’s an 87% development in year-over-year visitors. On Tremendous Bowl Sunday alone, Clarke’s workforce drove over 500,000 natural mentions with two PepsiCo manufacturers—Doritos and Lay’s—finally dominating share of voice amongst all recreation day advertisers.
Led by Clarke, the D3 workforce has generated important in-house enterprise development, taking up beforehand externally managed social accounts for Cheetos, Naked, Rice-A-Roni, and Merely. However his greatest latest success was Flvr, the TikTok-native meals leisure channel that integrated manufacturers reminiscent of Doritos into trending recipes made by influencers, which has grown into one of many platform’s hottest food-focused accounts with 1.9 million followers.
A frequent speaker at trade occasions, Clarke additionally maintains a prolific social media presence, sharing his insights to assist others develop of their careers.
