PepsiCo vet to head up Toys ‘R’ Us global marketing

Toys "R" Us has hired a veteran marketer to lead its global marketing efforts.



The retailer announced that Carla Hassan will join the company as executive VP, global chief marketing officer, effective February 20, 2017. She will report directly to chairman and CEO Dave Brandon.



Hassan was most recently senior VP, brand management for PepsiCo's Global Beverage Group, where she was responsible for driving the growth agenda for brands including Pepsi, 7UP, Mountain Dew, and Gatorade.



In her new role, Hassan will be responsible for developing a global marketing strategy and a best-in-class team to drive growth for the toy and baby businesses. She will also lead the efforts to position and enhance the relevancy of the brand, leveraging relationships with vendors and licensing partners to increase positive consumer perception of the company.



"Creative and effective marketing will play a critical role in building our brand and business, not only here in the U.S. but around the world," said Brandon. "Carla not only has exceptional experience from both a global brand and leadership perspective, she brings with her a passion and reputation for change. I expect to see her immediate positive impact on our marketing programs and ability to connect with today's consumers and drive traffic into our bricks and mortar stores and our web store."



During her 13 years with PepsiCo, Hassan held a number of strategic marketing leadership roles for Quaker and Gatorade in the U.S., and was CMO for the company's Middle East/Africa food and beverage business.



Prior to PepsiCo., Hassan held a variety of marketing roles at The Kellogg Company. In 2016, she was named one of Ad Age's Women to Watch.



In addition to Hassan's appointment, the company announced two additional leadership changes. Diane Preston was promoted to executive VP, supply chain and Kevin Macnab was promoted to president, international.