Senior Vice President of Global Sports Marketing, PepsiCo
Jennifer Storms serves as senior vice president of global sports marketing for PepsiCo. Storms is responsible for leading and evolving the Company’s sports marketing vision and strategy for PepsiCo’s Power of One and global assets. In this new role, she is charged with developing and implementing a sports strategy that drives brand equity, consumer engagement and business growth.
Storms most recently served as senior vice president of sports and event marketing for Gatorade, a division of PepsiCo. At Gatorade she served as the lead negotiator on PepsiCo’s renewal of a multi-billion dollar deal with the NFL, as well as successfully renewing partnerships with the NBA, MLS and many college and team properties. At Gatorade, Storms led a team of sports marketing professionals charged with communicating the scientific efficacy of Gatorade’s unrivaled hydration portfolio to leagues, teams, athletes and a vast array of athletic influencers such as coaches, athletic trainers and nutritionists. Through those unique partnerships Storms and her team strive to unlock and evaluate insights to help the brand continue to develop innovative products that meet the growing needs of today’s athletes.
Storms led sports strategy and property management for Gatorade, including league, team, influencer, and athlete relations. She oversaw the brand’s relationships with the NFL, NBA, MLB, WNBA, AVP, NHL, US Soccer, Major League Soccer, and other professional, collegiate and amateur teams. She also oversaw the brand’s myriad partnerships with athletes, which includes some of the world’s greatest professionals across a wide spectrum of sports, such as Peyton Manning, Serena Williams, Derek Jeter, Candace Parker, Kevin Garnett, Usain Bolt, Ellery Hollingsworth, Jimmie Johnson, Dwyane Wade and Michael Jordan.
Storms’ solid leadership, vast sports knowledge and unparalleled media savvy have helped maximize the brand’s exposure in paid and earned media channels, and helped Gatorade move beyond the traditional sports sidelines to reach a broader range of athletes and active people than ever before.
Storms joined Gatorade in June 2009 after 14 years of hands-on experience with Turner Broadcasting Systems (TBS Inc.), where she rose through the ranks to serve as a senior vice president of Turner Sports Marketing & Programming. During her tenure at Turner Sports, Storms was instrumental in overseeing sports programming on both TBS and TNT networks as well as the division’s online properties including the NBA Digital Portfolio, NASCAR.COM and PGA.com among others. She also oversaw business and strategy development for the network’s four television properties (NBA, NASCAR, MLB, and professional golf) and managed the internal promotion agency responsible for all on-air and off-channel creative development.
For three consecutive years, Storms was named to Sports Business Journal’s “40 Under 40” list earning her induction into the award’s hall of fame. In 2008, Storms was named to the “Marketers of the New Generation” by Brandweek. She currently serves on the board of directors for USA Canoe/Kayak, the governing body for canoe and kayak racing in the U.S.
Prior to joining Turner Sports, Storms worked for the United States Olympic Committee (USOC). She served as the International Games preparation liaison and lived in Mar Del Plata, Argentina, from 1994 to 1995 working on the Pan American Games. Storms is a graduate of Northwestern University where she earned a bachelor of arts degree.