Roger Enrico

Roger Enrico (November 11, 1944 – June 1, 2016) was an American businessman.

Early life

Enrico was born on November 11, 1944 to Italian immigrants in Chisholm, Minnesota. He was awarded a scholarship to Babson College where he studied business administration. Enrico enlisted in the United States Navy and served in Vietnam.[1]

Business career

Enrico started his business career with General Mills as a brand manager for Wheaties. In 1971 he joined PepsiCo to help market Funyuns. He later served as brand manager for Cheetos and Fritos before heading operations in Japan and South America.[1]

He was appointed CEO in 1983 at the age of 38. That year he signed Michael Jackson to a multimillion-dollar marketing deal. Lionel Richie was later signed.[1]

He had business rivalry with Coca Cola CEO Roberto Goizueta to whom he lost. Coca Cola introduced a new formula called Coca Cola Classic. Even though the new soft drink was not popular, Coca Cola brought the old Cola back. As a result, Coca Cola profited. Roberto Goizueta was recognized as beating his rival, Roger Enrico because of this corporate move.

He was the Chairman of PepsiCo from 1996 to 2001, and Chairman of DreamWorks Animation SKG Inc from 2004 to 2012.[2][3]

He served on the Board of Directors of the National Geographic Society, the Environmental Defense Fund, the Solar Electric Light Fund, and the American Film Institute.[3]

Death

Enrico died June 1, 2016, aged 71, while snorkelling in the Cayman Islands where he had a home.[4]

References

  1. 1 2 3 Esterl, Mike. "Former PepsiCo CEO Roger Enrico, Who Waged War With Coke in the '80s, Dies at 71". The Wall Street Journal. The Wall Street Journal. Retrieved 2 June 2016.
  2. ↑ "Roger Enrico 1944— Biography - Two early lessons, Enters the cola wars". Referenceforbusiness.com. Retrieved 2012-02-10.
  3. 1 2 "Roger A. Enrico Profile - Forbes.com". People.forbes.com. Retrieved 2012-02-10.
  4. ↑ Miller, Stephen. "Roger Enrico, Pepsi CEO who closed gap with Coke, dies at 71". The Washington Post. Retrieved 2 June 2016.


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