Shiv Singh, Razorfish Social Strategist, Leaves to Join PepsiCo

  |  June 15, 2010   |  Comments

Singh will work for Frank Cooper, the chief consumer engagement officer who has changed PepsiCo's marketing philosophy.

shiv-singh.jpg Razorfish's longtime social media strategist, Shiv Singh, will soon take flight from the agency to accept a digital marketing gig with PepsiCo Beverages Americas.

Singh will work for Frank Cooper, who as the chief consumer engagement officer for PepsiCo's North American beverage arm has embraced social and emerging media strategies. That shift was evident in the Pepsi Refresh campaign, in the crowd sourcing of flavors for Mountain Dew, in the decision not to buy a Super Bowl spot this year, and in tie-ins with Foursquare, Stickybits, and other social media platforms.

"It's fascinating what they have embarked on doing since November last year, forming this group around consumer engagement," Singh told ClickZ. He said he will continue to be based in Manhattan, where he lives near Grand Central Station, and will commute to PepsiCo's headquarters in Purchase, New York.

He is replaced at Razorfish by Andrea Harrison, a five-year employee who has worked in the company's social influence marketing practice. Her client work includes digital strategy for Unilever's Axe brand, e-commerce strategy for Condé Nast, and social media analysis for Ford.

Singh is the second practice lead to have departed Razorfish in recent weeks. Earlier this month, Matt Greitzer - who helmed the agency's Atom Systems display media optimization unit - left to found Accordant Media, a start-up focused on audience-based media buying.

Follow Zachary Rodgers on Twitter at @zachrodgers.

ClickZ Live Chicago Join the Industry's Leading eCommerce & Direct Marketing Experts in Chicago
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 4 days and 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda and register by Friday, August 29 to take advantage of Super Saver Rates!

ABOUT THE AUTHOR

Zachary Rodgers

Until March 2012, Zach Rodgers was managing editor of ClickZ's award-winning coverage of news and trends in digital marketing. He reported on the rise of web companies, data markets, ad technologies, and government Internet policy, among other subjects. 

COMMENTSCommenting policy

comments powered by Disqus

ClickZ Today is our #1 newsletter.
Get a daily dose of digital marketing.

COMMENTS

UPCOMING EVENTS

Featured White Papers

IBM: Social Analytics - The Science Behind Social Media Marketing

IBM Social Analytics: The Science Behind Social Media Marketing
80% of internet users say they prefer to connect with brands via Facebook. 65% of social media users say they use it to learn more about brands, products and services. Learn about how to find more about customers' attitudes, preferences and buying habits from what they say on social media channels.

Marin Software: The Multiplier Effect of Integrating Search & Social Advertising

The Multiplier Effect of Integrating Search & Social Advertising
Latest research reveals 68% higher revenue per conversion for marketers who integrate their search & social advertising. In addition to the research results, this whitepaper also outlines 5 strategies and 15 tactics you can use to better integrate your search and social campaigns.

WEBINARS

    Information currently unavailable

Resources

Jobs

    • HEAD OF SALES
      HEAD OF SALES (OZONE MEDIA) - Santa Clarawww.ozonemedia.com HEAD OF SALES POSITION Reporting to the founder & CEO, Kiran Gopinath, the Head...
    • DIRECTOR OF MARKETING
      DIRECTOR OF MARKETING (OZONE MEDIA) - Santa Clarawww.ozonemedia.com   DIRECTOR OF MARKETING POSITION   Reporting to the Founder and CEO...
    • Sales Planner
      Sales Planner (Verve ) - New YorkAbout Verve   Verve is the leader in location powered mobile advertising. We manage one of the largest mobile...