Staff Reporters
May 16, 2024

Asia-Pacific Power List 2024: Lilly Yip, PepsiCo

Yip’s ‘thirst for more’ has propelled PepsiCo APAC into a growth engine, led by investments in digital transformation and brand building.

Asia-Pacific Power List 2024: Lilly Yip, PepsiCo
SEE THE FULL 2024 POWER LIST
Asia-Pacific’s 50 most influential and purposeful marketers
#AuthenticLeaders 

Lilly Yip 

Chief marketing officer, APAC and general manager Greater China beverages
PepsiCo
China
Member since 2020 

Now in her fifth year on the list, Lilly Yip’s leadership and influence in the marcomms industry remains steadfast. The regions under her oversight—Asia Pacific, Australia, New Zealand, and China (APAC)—have become key growth drivers for PepsiCo, propelled by the strength of their individual brands in both the food and beverage categories.

Although business operations now occupy most of her time, Yip continues to guide strategic marketing efforts in the region, with a special focus on digital transformations and iconic brand building. She spearheaded the development of an in-house first-party data platform in China, Southeast Asia, and Australia—which leverages data to enhance precision marketing and develop personalised content tailored for specific online platforms. She also facilitated strategic partnerships with major digital platforms such as TikTok and Meituan/Grab, enabling PepsiCo to tap into real-time consumer trends and experiment with new content formats.

Last year, as PepsiCo launched its first major global redesign in fourteen years, Yip played a crucial role in bringing the new brand proposition "Thirsty for more" to life across APAC, helping to connect the 125-year-old brand with Gen Z consumers. Following the phenomenal success with Black Pink, PepsiCo Asia, under Yip's leadership, partnered with the rising K-Pop stars Baby Monsters in 2024.

Additionally, Yip also managed Gatorade’s expansion into the active hydration category in Asia and led the introduction of Sting, a Vietnam-born carbonated energy drink, into new markets like the Philippines and Thailand.

Having served as PepsiCo’s APAC chief sustainability officer from 2020 to 2022 (part-time), Yip remains deeply committed to purpose-led brand building. She is an executive advisor for the “Greenhouse Accelerator” project—a PepsiCo-sponsored platform that invests in and supports startups focused on sustainability. She continues to advocate for sustainable value chains and reductions in plastic and sugar through public speeches and industry forums.

With her extensive experience as a marketer and leader, Yip is an ideal mentor for aspiring female leaders at PepsiCo. She has also collaborated with Cannes Lions to provide training for young marketers at PepsiCo, concentrating on elevating creative excellence and digital marketing skills.

SEE THE FULL 2024 POWER LIST
Asia-Pacific’s 50 most influential and purposeful marketers
#AuthenticLeaders

 

Source:
Campaign Asia

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