#MediaSnack WINNERS: Sorin Patilinet - Global Marketing Effectiveness Executive at PEPSICO

In this episode of MediaSnack WINNERS, Tom Denford sits down with Sorin Patilinet, PepsiCo’s Global Marketing Effectiveness Lead and author of Marketing Effectiveness: Applying Marketing Science for Brand Growth. Sorin shares his mission to elevate marketing's role in the boardroom by challenging narrow definitions of effectiveness and showing how real impact extends far beyond media ROI. Drawing on his 20-year career at Mars and now PepsiCo, he explains how brands can build stronger marketing organizations through rigorous measurement, cross-functional alignment, and analytical confidence—not just creativity. They discuss the current state of marketing effectiveness, how AI is shaping analytics, and why understanding consumers matters more than obsessing over CPMs. Sorin also reflects on his legacy at Mars, the need for advertiser voices in industry discourse, and offers advice for future marketing leaders. Get Sorin’s Book: Marketing Effectiveness: Applying Marketing Science for Brand Growth https://www.amazon.com/Marketing-Effectiveness-Applying-Science-Growth/dp/1398621056 Want to stay ahead in media? Visit https://www.idcomms.com Follow ID Comms on LinkedIn: https://www.linkedin.com/company/id-comms/