Erin Higgins is making creators central to PepsiCo’s marketing

Erin Higgins, a key figure at PepsiCo, is emphasizing the importance of creators in the company's marketing strategy, as reported by Ad Age. This shift towards creator-centric marketing is likely to have significant implications for how PepsiCo engages with its audience and promotes its brands.

The focus on creators matters for social commerce because it highlights the growing recognition of the importance of influencer marketing and user-generated content in reaching consumers. By leveraging creators, PepsiCo can tap into their existing followers and credibility, potentially driving more sales and brand awareness through social media platforms.