Inside PepsiCo’s Data Partnerships and Measurement with Zach Lain

What if the real power of data wasn’t in dashboards, but in shaping how brands grow and connect across the world?

On this episode of Breaking Through the Mayhem, host Ben Lambert sits down with Zach Lain, Director of Global Data Partnerships at PepsiCo, to unpack how he’s helping one of the world’s biggest CPGs balance global consistency with local relevance. From rethinking CTV measurement to scaling data systems across 200+ markets, Zach shares lessons on leadership, culture, and why small wins drive lasting impact.

They cover:

• The shift from click-throughs to outcome-based measurement
• How PepsiCo navigates brand priorities across markets
• Why speaking up with informed opinions matters
• The habits and mindset that fuel resilience, from swimming to solo travel

A candid look at how one of the world’s biggest brands is rewriting the playbook for data partnerships and measurement.