If a Walkers Crisps campaign has caught your eye in the last year, there’s a high chance brand manager Caitlin Robertshawe was involved.
Caitlin graduated from Bournemouth University in 2012, and has since worked on household name brands including Quaker Oats and Doritos.
“I was drawn to PepsiCo originally because of its fantastic brands. But the opportunity to grow and develop has been unlike anything I could have imagined.”
Caitlin joined PepsiCo in June 2014 and the speed of her progression is reflective of both the culture at PepsiCo and Caitlin’s ability.
Jumping straight into PepsiCo’s Doritos team - and starting with the successful launch of Doritos Roulette– Caitlin quickly progressed to an assistant brand manager role, joining the Quaker team to work on the Overnight Oats campaign.
“At PepsiCo, we’re empowered to take control of our own careers and we have regular check-ins with our managers, focused on personal development. It’s an open and honest discussion about the direction you want your career to take.”
Soon after the Overnight Oats campaign ended, a new role opened up in the Walkers marketing team. Caitlin jumped at the opportunity, and is a now a brand manager for Walkers Crisps.
She went straight into leading the launch of Walkers Max Strong – a new range of crisps that complement the taste of beer.
“To ensure our crisps perfectly matched the nation’s favourite beer styles, we did a huge amount of research into the beers people like, which then informed how we developed our flavours.”
And, if you haven’t seen it on shelves across supermarkets already, the flavours chosen included Hot Chicken Wings, Jalapeno & Cheese, Wasabi and Chilli & Lime.
“The flavours were a hit in market research, so beyond getting the product on-shelf, we focused heavily on sampling, occupying new spaces and opportunities for snacks, such as sporting events and beer festivals. The results were great - Max Strong is the biggest category launch this year!.”
But it’s not just the diverse campaigns and brands that have made Caitlin’s time at PepsiCo stand out.
“It’s the people that make PepsiCo such a great place to work. Everyone’s so passionate, engaged and hardworking – and there’s a real sense of belonging. The culture is also really supportive whether that’s in your own team or when working with colleagues across Western Europe and beyond.”
So, what’s next for Caitlin?
“I absolutely love marketing and my current role: there are so many exciting plans for Walkers, where I know I can make a contribution. But when the time is right for a new challenge, this is such a diverse business in terms of products and markets, there will always be exciting opportunities.”
Find out more about a career at PepsiCo here: https://www.pepsicojobs.com/europe/