Jeannie Cho manages the most successful interactive campaigns at Frito-Lay North America. As senior director of marketing for the Doritos and Cheetos brands, she continues to re-invent successful marketing efforts year after year.
She led the marketing activities for the legendary Doritos “Crash the Super Bowl” campaign, which asks fans to produce 30-second Super Bowl ads celebrating their love of Doritos brand tortilla chips. This year’s campaign resulted in significant global reach with nearly 4,900 submissions from 29 countries.
In its ninth and most successful year yet, the brand was not only able to create global buzz before the Super Bowl, but it extended the Doritos Super Bowl ad conversation for six months in a news cycle where most Super Bowl advertisers are only talked about for two weeks -- immensely maximizing the ROI on its two 30-second spots.
Jeannie has also led other major activations and campaigns for Doritos, including its ground-breaking interactive #BoldStage at SXSW in 2013, when fans controlled a 62-foot-tall “vending machine” stage via interaction on Twitter, along with performances from some of the biggest musical acts at the festival.
Beyond Doritos, Jeannie has successfully led breakthrough multicultural marketing efforts for Frito-Lay. For example, she helped the Cheetos brand think outside-the-box to reach Hispanic consumers by creating a real-world trick soccer team dubbed “Los Cheetahs.” To introduce the team in a way only appropriate for the world’s first trick soccer team, Los Cheetahs held its inaugural game in a custom-built, pop-up stadium in California late last year. This year, to provide additional exposure for the brand across the country, Los Cheetahs partnered with the Mexican National Team to tour select markets throughout the U.S.
Jeannie has also led the Cheetos brand into new territory by leveraging formerly untraditional moments-in-time for the brand. This past Easter, the brand strategically positioned a new product introduction to challenge the traditional chocolate bunny’s hold on the holiday with the roll-out of Cheetos Sweetos -- the first and only sweet Cheetos snack sold in the United States in the brand’s 67-year history.
Prior to joining Frito-Lay North America, Jeannie was a consultant in Washington, D.C. in the environment and international development sectors. She earned a Master of Business Administration degree from the Wharton School of the University of Pennsylvania and a Bachelor of Science degree from Yale University.
Jeannie Cho Job Title Senior Director, Marketing Company FRITO LAY NORTH AMERICA