Duygu Guzel

Duygu Güzel is a Senior Brand Manager at PepsiCo, specifically overseeing the Doritos brand and Multi Serve Category Promotions. Her role involves strategizing and executing marketing campaigns that resonate with diverse consumer segments, particularly in the gaming community.

Professional Background

• Current Position: Senior Brand Manager at PepsiCo.
• Focus Areas: Doritos brand management and multi-serve category promotions.
• Notable Campaigns: Duygu has been instrumental in innovative marketing strategies that engage Gen-Z consumers, particularly through collaborations with gaming platforms and streamers. One significant campaign involved partnering with LIVAD to enhance gamer engagement, resulting in a notable increase in participation and click-through rates during live streams.1

Marketing Strategy

Duygu emphasizes the importance of understanding the unique characteristics of different gamer segments. By tailoring marketing messages to specific game categories—such as Casual, Battle Royale, Sports, Racing, Sandbox, and MOBA—she has helped Doritos establish itself as a leading snack choice within the gaming community. This approach not only aligns with the consumption habits of Gen-Z but also leverages data-driven insights for effective media distribution.1

Impact

Under her leadership, Doritos has successfully engaged with audiences through interactive marketing initiatives that combine traditional advertising with modern digital strategies. These efforts have contributed to Doritos being recognized as a top snack brand among gamers, reflecting her ability to adapt to changing consumer preferences in a competitive market.1