Manos Spanos

Global Senior Director- Mountain Dew and Aquafina
Global Beverages Group, PepsiCo

An extremely passionate and energetic brand marketer, Manos truly embodies what it means to live the brand. Leveraging over 14+ years of consumer goods experience, he has developed game-changing marketing campaigns – driving global equity growth for the Mountain Dew brand.
In fact, his ground-breaking global content strategy for Mountain Dew has literally created a new style of flexible template for multinational brands in a 24/7 social media world. By providing global content with specific features that also accounts for varying content types and social-sharing triggers, Mountain Dew has be able to overcome the age-old obstacle of global inconsistency when local markets opt for what it best relevant.  Plus, the program builds the global look and feel of the brand, but also increases organic reach within a country.

At the heart of the program is a 52-week Content Strategy based on a “Periodic Table of Content” delivered to each country every month.  This includes suggestions of what to post when, what channels to use for the distribution, what to promote, while also outlining the goals for each Content Piece. An Online Performance Dashboard enables each country to see, in real time, their performance, and gives them the opportunity to optimize their campaigns, specific targeting and, ultimately, ROI.

The strength of the global content program has resulted in exceptional increases for Mountain Dew in terms of online engagement with the brand, searches, brand popularity and organic reach.

Born in Athens, Manos is an alumnus of Hartwick College of New York, with a Bachelor’s Degree in Management and an MBA in Marketing from the University of Miami.

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