Samsung Electronics America has named Ralph Santana svp and chief marketing officer, a newly created post.
Santana hails from PepsiCo, where he spent 16 years in various domestic and international marketing positions. Most recently, he served as vp of marketing for the flagship Pepsi brand.
The consumer electronics maker said Santana will oversee all facets of Samsung's North American marketing efforts, including branding, digital, market intelligence and product innovation.
Samsung's ad spending has dipped slightly over the past two years. The company spent $183 million in U.S. measured media in 2009, and $189 million in 2008, excluding online, per Nielsen.