Julie Raheja-Perera of PepsiCo on Perfecting a Brief

This makes all the difference in achieving results

Julie is vice president and general manager of the Pepsi Lipton Partnership, overseeing all functions for the $4 billion+ portfolio comprised of the Pure Leaf, Lipton, Brisk, Tazo and Yachak Organic brands.  

A 20-year company veteran, Julie most recently served as CMO, VP of marketing for PepsiCo. Beverages North America’s Central Division.  

She was the brains behind the Pure Leaf “No Grants” program, which helped dismantle the barriers that can stand in the way of women’s success. This program received more than 10,000 applications and awarded over $200,000 to support women saying “no” in the workplace.

We spent two minutes with Julie to learn more about her background, her creative inspirations and recent work she’s admired. 

Julie, tell us …

Where you grew up, and where you live now.

I was born and raised in Canada, a daughter of immigrant parents from India. Today, I live in Chicago with my husband, two kids and our dog Elvis. 

How you first realized you were creative.

Music was a vital part of my childhood. My parents always played music at home; my dad sang and I loved dancing. Even now, music unlocks new perspectives and inspires fresh ideas. That’s why I love going to concerts—this summer, I attended so many!

A person you idolized creatively early on.

My dad inspired me. He sang at home constantly, and his voice was so natural, beautiful and comforting. His passion for music still inspires me—I wish I had inherited his singing genes.

A moment from high school or college that changed your life.

I majored in business and was one credit shy of a psychology minor. I considered pursuing psychology because I had always been fascinated by human behavior. That curiosity is what sparked my passion for marketing.

A visual artist or band/musician you admire.

Lauryn Hill, Prince, Janet Jackson, U2, Pink and T-Swift are just a few. Each one is a trailblazer, masterfully weaving stories into their captivating music, which has become an essential part of my life’s soundtrack.

A book, movie, TV show or podcast you recently found inspiring.

I’m re-watching Ted Lasso in anticipation of the new season. My favorite scene is the darts scene from Season 1. I love the lessons it teaches, especially about never underestimating others and always approaching situations with curiosity instead of judgment.

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A recent project you’re proud of. 

Pure Leaf “Teak Breaks” – People really need to take breaks. It’s unfortunate that not taking them has become a badge of honor. But we know that when we take that time, we return feeling more prepared and inspired.

Someone else’s work that inspired you years ago.

“The Crown Act” by Dove – A campaign that confronts hair-based discrimination. I absolutely loved this work and this brand action. 

Someone else’s work you admired lately. 

DoorDash’s “All the Ads” – It was simple, ownable and brilliantly executed. 

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Your main strength as a creative person.

Agonizing and debating over a brief with the team, as that can make all the difference in achieving outstanding results. 

Your biggest weakness.

See the above response. Ha! 

A mentor that helped you navigate the industry.

Greg Lyons, CMO of PepsiCo. Beverages North America. His creative gut is amazing, and his empathetic approach to creative work is inspiring.

How you’re paying it forward with the next generation of creatives.

I try to foster an inclusive culture where everyone’s voice is valued. And we must have some fun. So we take the work seriously, but we don’t take ourselves too seriously.