Mustafa Shamseldin - Brand Innovators

Mustafa Shamseldin

Category Growth Officer & Chief Marketing Officer - International Foods, Pepsico

Mustafa Shamseldin is Category Growth Officer & CMO leading PepsiCo’s $21Bn International Foods business. In this role, Mustafa oversees the Global Foods Group – driving a fully integrated end-to-end agenda for our International Food Brands including Lay’s, Doritos, Cheetos, Pop Corners, and Quaker. He sits on PepsiCo’s Marketing Leadership Council and Consumer Leadership Group. 

With over 25 years of experience, Mustafa has served in leadership for some of the world’s most valuable global brands and built others from scratch. He has managed multi-billion-dollar businesses, led some of the most valuable global brands and trademarks, and launched numerous successful products and innovations. In 2020, he was recognized by Forbes magazine Middle East as one of the top 50 most influential marketing and communications executives in the region and in 2022 received Fast Company’s award for the most innovative consumer goods company in the Middle East. He has also held the esteemed role of a judge for the Entertainment Lions category for the 2022 Cannes Lions International Festival of Creativity.   

Joining PepsiCo in 2008, Mustafa has held multiple leadership roles across the company throughout his career, including General Manager for Saudi & Yemen Beverages, Vice President for Sales & New Business Development, Senior VP for Foods in Asia, Middle East, and North Africa, and Chief Marketing Officer for Africa, Middle East, and South Asia sector.

Prior to PepsiCo, Mustafa worked in different companies including Procter & Gamble, Henkel, and Americana Foods.

In addition to his executive role, Mustafa has invested in and founded successful startups across the globe that have raised tens of millions of dollars and continue to grow exponentially. Mustafa is a Limited Partner in Endure Capital, and a Founding Investor in 5th season fruit, among others. 

He has a bachelor’s degree in mechanical engineering from the American University in Cairo and attended executive education and development programs at Wharton Business School and Cranfield School of Management.

As an experienced investor in successful start-ups across the world, Mustafa is passionate about empowering entrepreneurs and early-stage companies that are centred on purpose and bettering the world. He has supported start-ups that are focused on enabling social and/or economic development in underdeveloped parts of the world. 

Mustafa is currently based in New York.