Melville – VP Multiculturalism & Strategic Initiatives @ Pepsi.

In her new role as president of Pepsi-Cola North America (PCNA), Dawn Hudson announced the promotion of Randy Melville, as vice president, multiculturalism and strategic initiatives. Since February 2001, he has served as VP and general manager of urban and ethnic marketing, guiding PCNA’s efforts to better identify and address the needs of diverse consumers, particularly African-Americans and Latinos.

In this expanded role, Melville will lead PCNA’s work with other PepsiCo divisions, helping to set reciprocal business strategies and initiatives, while continuing to drive ethnic marketing endeavors.

Melville joined PepsiCo with Frito-Lay in 1993, holding increasingly responsible sales and marketing posts until 1999, when he became SVP-sales for Maytag. Prior to Frito-Lay, Melville spent 12 years at Procter & Gamble.

“Randy is uniquely qualified to build our multicultural presence and ethnic marketing initiatives,” said Hudson. “I’ll also be counting on his strategic insights and advice as we consider longer-term business opportunities.”