Gatorade said today that Sarah Robb O’Hagan has been named CMO of the PepsiCo division.
O’Hagan joins Chicago-based Gatorade from Nike, where she spent six years in executive and marketing positions, most recently as general manager of the company’s western region. She also had been Nike’s marketing director, USA, where she provided category business leadership and brand direction for running, women’s fitness/teen girl sport, tennis and sport culture.
O’Hagan’s resume also includes marketing stints with Virgin Entertainment Group, Atari and Air New Zealand.
Gatorade had been without a CMO since Cindy Alston resigned in June 2007 to spend more time with her family. Matt Knott, who had been marketing director at sibling Propel, moved in as vice president-marketing for the division. Knott has since departed to take a position at America’s Second Harvest.
Gatorade recently replaced long-time lead agency Element 79 Partners, Chicago, with TBWA\Chiat\Day, Playa del Rey, Calif. Gatorade spent $183 million on media in 2007 and $55 million January-March 2008, per Nielsen Monitor-Plus.
O’Hagan, 36, will lead the marketing efforts for Gatorade in the U.S., which includes the core business and new/emerging audiences. Also, as part of the new PepsiCo Americas Beverage sector, O’Hagan will have influence over the strategic direction of the Gatorade marketing agenda across Latin America, the largest Gatorade market outside the U.S.
“Sarah’s career is highlighted by creativity, innovation, and brand-building activities, making her the right person to lead Gatorade’s marketing efforts,” Todd Magazine, president at Gatorade, U.S., said in a statement. “Sarah has an amazing track record of elevating high image, sports and entertainment businesses and delivering great results. We’re also excited to have someone leading our marketing organization who understands, and will nurture, the fact that athletes are the core consumers of our brands.”