Matt

Matt Watson transformed Sips & Bites from a creative delivery team into a commercially accountable growth partner for PepsiCo Europe. Taking full leadership in 2025, he created and embedded his new “Insurgent Mindset”, a culture of ambition, curiosity, collaboration and responsible risk-taking and translated it into practical change.

He scaled the team from 26 to 36 people, launched a Turkey hub, introduced a cross-charge financial model and developed new capabilities including MouthAI, an AI-powered insight system and a social-first production model that enabled faster, more culturally relevant work.

Matt also invested in people. He protected a flexible, human-first culture, maintained 100% staff retention and built development partnerships with the School of Communication Arts and LIAisons to support emerging and diverse talent. He personally led Creative Excellence Bootcamps, strengthening creative capability across PepsiCo’s European marketing teams.