Gooder

Ciara Dilley - Frito-Lay is Changing the World of Business for The Better

October 12, 2020

Those of us outside the walls of Frito-Lay have not necessarily considered the brand aligned with natural foods, environmental stewardship, or considered a small business advocate. But little did we all know, that this mammoth tanker of an organization has been quietly growing a passionate army of stewards ready to take on some of businesses biggest issues including healthy food innovation, food instability, small and women-owned business finance and mentoring, environmental stewardship and so much more. The number of business initiatives PepsiCo and Frito-Lay has been developing to make a positive impact in business and the lives of the most marginalized is staggering.

Join Ciara Dilley, VP of Marketing, Transform Brands and Portfolio Innovation for Frito-Lay North America and I, as we discuss how she is harnessing the resources of a multi-national to affect positive change in the food and beverage industries — starting with the Stacy’s Rise Project and venturing into other initiatives. It turns out that Frito-Lay may be becoming the largest Citizen brand in our category, and they’ve got just the right person to lead the way.

When we support women-owned business - the world will become a better place. - Ciara Dilley

In this episode we learn:

  • Ciara’s passion for Female Founders and woman-owned business.
  • How she uses Frito-Lay strengths of brand, product, and voice to empower and support female founder brands.
  • The power of Stacy’s Rise Project and WomenMade initiatives.
  • Why Stacy's Rise Project is bridging the funding gap for female-founded business.
  • How she uses stewardship initiatives to grow employee engagement, retention, and satisfaction.
  • How the impact of the Frito-Lay initiatives complement and supplement the work being done in the Naturals industry.

About Ciara Dilley:

Ciara Dilley - Vice President of Marketing, Transform Brands and Portfolio Innovation for Frito-Lay North America, leads the company’s ever-evolving and diverse portfolio of Transform Brands – including Stacy’s, SunChips, Smartfood, Popcorners, and Off the Eaten Path. Also overseeing Frito-Lay’s portfolio innovation, Ciara is making it easier than ever for consumers to discover new flavors, ingredients and brands powered by purpose. Ciara also leads our Sustainability agenda, championing our focus on more environmentally friendly packaging solutions.

A seasoned veteran with more than 20 years of industry experience, Ciara’s passion is supporting women, both inside and outside the walls of Frito-Lay. In addition to being personally involved in a number of initiatives that involve coaching and connecting businesswomen, Ciara recently led the launch of WomanMade, a PepsiCo initiative developed to advance female founders in the food and beverage industry through funding and exclusive mentoring opportunities.

Since joining Frito-Lay in February 2019, Ciara has led Stacy’s Rise Project – a flagship grant and mentorship program by the female-founded Stacy’s brand – to flourish as an industry best-in-class initiative, awarding up-and-coming female entrepreneurs with hundreds of thousands of dollars in business grants and providing them with unprecedented access to PepsiCo people and resources to achieve long-term success.

In addition, under Ciara’s leadership, Smartfood popcorn added Smart50 to its lineup – featuring 50 calories or less per cup – and underwent a full brand redesign that involved a complete swipe of its social channels and packaging updates across the entire portfolio.

Prior to joining PepsiCo, Dilley leveraged her experience in communications and innovation to grow major international consumer brands including Diageo, Campbell Soup Company and Kellogg Company. 

LinkedIn: Ciara Dilley, https://www.linkedin.com/in/ciara-dilley-305469b/

Media Contact - Frito-Lay Brand Communications: Jen Crichton, jen.crichton@pepsico.com

Show Resources:
Pepsico - An American multinational food, snack and beverage corporation headquartered in Harrison, New York, in the hamlet of Purchase. PepsiCo has interests in the manufacturing, marketing, and distribution of grain-based snack foods, beverages, and other products
Frito-Lay - an American subsidiary of PepsiCo that manufactures, markets, and sells corn chips, potato chips, and other snack foods
Stacy’s - Stacy's Pita Chips is a brand of snack products based in Randolph, Massachusetts, specializing in various flavors of pita chips. Pita chips are slices of pita bread which are baked until crunchy. 
Stacy’s Rise - Created to help bridge the funding gap for female founders, Stacy’s Rise Project™ has been connecting and empowering women business owners for years. That’s why Stacy’s is sharing our resources with other female-founded businesses like those founded by these 30 women. Support them by adding their products and services to your cart.
Pepsico Foundation - As we strive to become a Better company, we are helping nurture that potential all around the world by leading the way toward a more sustainable food system, from investing in sustained nutrition, to promoting safe water access, effective waste management, and women’s empowerment.
Kelloggs - An American multinational food manufacturing company headquartered in Battle Creek, Michigan, United States. And the original plant-based well-being company.
Greenhouse Accelerator - Support food and beverage entrepreneurs through a collaborative mentor-guided business acceleration program.
Hello Alice -  Step-by-step guides, expert resources, and collaborative communities of fellow entrepreneurs to find funding opportunities and experts for small business.
The J.E.D.I Collaborative - The OSC² J.E.D.I Collaborative of industry peers and experts is leading this project for the natural products industry to frame the business case for embedding justice, equity, diversity and inclusion into our entire food ecosystem. Our intent is to take a positive, forward look vs. a “fix what’s broken” position. We seek to understand the deeper issues and to devise an outline for the best solutions. We will clarify the systemic issues that require courage and thought leadership and define immediately controllable issues we all can address as an industry and in our day-to-day operations. We will develop a step-by-step approach to serve as a model to facilitate and inspire the industry to commit and take action. We will develop a reporting tool to demonstrate the impact of the project on progress. We believe the benchmark reporting will result in an increase in productivity in an increasingly multicultural marketplace.
 
Untamed by Glennon Doyle - In her most revealing and powerful memoir yet, the activist, speaker, bestselling author, and “patron saint of female empowerment” (People) explores the joy and peace we discover when we stop striving to meet others’ expectations and start trusting the voice deep within us. Untamed shows us how to be brave. As Glennon insists: The braver we are, the luckier we get.
The Moment of Lift: How Empowering Women Changes the Worldby Melinda Gates -A debut from Melinda Gates, a timely and necessary call to action for women's empowerment.
The Boss Network by Cameka Smith - Our mission is to promote and encourage the small business spirit and professional development of women of color. The BOSS Network is a community of career and entrepreneurial women, who support each other through content, online programs and event-based networking. 
 
Episode Sponsor - Retail Voodoo:
A branding firm building, growing and evolving brands in the food, beverage, wellness, and fitness industry. If your brand is in need of positioning, package design, or marketing activation, we’re here to help. You can find more information at www.retail-voodoo.com 
 

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