Ask people in the industry about Shiv Singh, and you’ll repeatedly hear variations of the word “pioneer.” His interest lies in helping brands transform through consumer participation in digital and social media. He is quick to point out that “Brands are not defined anymore by what they do – marketing, public relations, new product launches -- as much as they are being defined by how consumers perceive and talk about them. That’s a huge shift in the fundamentals of marketing.”
At PepsiCo Beverages, his role as Global Head of Digital spans brand marketing, shopper marketing and food service marketing across paid, owned, earned and shared media. He also leads the company’s involvement with real-time marketing, transmedia consumer engagement and new methodologies for measurement and consumer insights.
Shiv Singh not only understands the shifts now occurring in marketing and media, he is at the forefront of change by redefining how brands interact with today’s digital ecosystem. Pepsi’s 2012 initiative with Twitter demonstrates how the brand is an active participant in music and contemporary culture, as well as an actual producer through pop-up concerts, live-streaming, and original content. Concerts are announced on Twitter and also streamed live via @Pepsi. Twitter participants can also affect song choices at concerts. Plus, Pepsi is able to determine trending topics through the analysis of hundreds of millions of tweets via the Pepsi Pulse platform, now the Pepsi.com homepage. This effort is at the center of Pepsi’s “Live for Now” global campaign that inextricably links the brand with pop entertainment worldwide.
Shiv Singh is always generous in sharing his digital knowledge. He’s also the author of “Social Media Marketing for Dummies,” released this year in its second edition. Prior to PepsiCo, Shiv worked at Vivaki and Razorfish for twelve years in their New York, London and San Francisco offices. His agency tenure was preceded by running his own small web development company in Boston.