Total Retail Talks
Total Retail Talks is for retail executives who crave the knowledge and insights needed to stay successful in today's fast-paced industry. Through engaging talks and focused interviews, listeners take away useful information and practical advice from a full roster of retail experts, influencers and leaders.
Keurig Dr Pepper Creates 'Raving Fans' Via Connected Data

In episode 510 of Total Retail Talks, Editor-in-Chief Joe Keenan interviews Drew Panayiotou, chief marketing and innovation officer at Keurig Dr Pepper (KDP), a global leading beverage company with a portfolio of more than 150 owned, licensed and partner brands. During the wide-ranging conversation, Panayiotou discusses his marketing transformation initiative, Power Up (2:40), the increase in data sharing with retail partners (5:45), and how retailers, brands and consumers all benefit from more effective advertising (8:00). He touches on loyalty efforts to create "raving fans" at KDP (9:00) as well as connecting with cultural moments while maintaining brand authenticity (13:45).

In addition, Panayiotou discusses the power of artificial intelligence to innovate marketing and product development (16:30) as well as ensuring consistent yet personalized customer experiences across KDP touchpoints (21:00). Lastly, he details why connected data is essential to take marketing from one-way advertising to a two-way relationship at KDP (23:00).

Drew Panayiotou is the chief marketing and innovation officer at Keurig Dr Pepper. He joined KDP in 2024 and is responsible for U.S. Refreshment Beverage and U.S. Coffee marketing. He spearheads the company’s efforts in driving demand, advancing overall marketing capabilities, and strengthening KDP’s portfolio of owned brands.

Drew has 30 years of marketing leadership experience at leading companies including Alphabet, Johnson & Johnson, Disney, Coca-Cola, BBDO, Best Buy, and Chick-fil-A. He is a consumer-centric and innovative marketer known for pioneering concepts such as Disney’s Magic Band and reshaping Best Buy as a digital-centric retailer. He has been recognized by numerous publications, including Forbes as one of the world’s top 50 most influential CMOs.

Prior to joining KDP, Drew served as Pfizer’s first global CMO, leading a team of 1,400 and pioneering a new marketing operating model, digital media capabilities and AI-powered marketing platforms. He currently serves as a member of The Wall Street Journal CMO Council, among other professional affiliations. Drew holds an undergraduate degree from Boston College and earned a MBA from Duke University as a Fuqua Scholar.

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