2023 Grocery Industry Icons & Innovators
VP, Better Choice Snacking Portfolio
Frito-Lay North America
With more than 18 years of experience in marketing, Rhasheda has demonstrated success in developing and leading integrated strategic marketing plans for prominent brands that have led to business growth. In her current role, Rhasheda is the vice president of marketing for the Better Choice Snacking portfolio at Frito-Lay, a division of PepsiCo, Inc. Leading this portfolio of eight brands such as Sun Chips, Popcorners, Baked! Stacy’s, she is responsible for the overall strategy, brand building and growth of the portfolio.
Rhasheda’s marketing career began after obtaining her MBA from the Kelley School of Business at Indiana University. After graduating, she held various Marketing roles at Mondelez International, Kao Brands, and Susan G. Komen before joining PepsiCo, Inc.
Prior to marketing, Rhasheda worked in engineering at Ford Motor Company after receiving her B.S. in Chemical Engineering from Tuskegee University. Soon after starting at Ford, she quickly realized that understanding consumer motivations and building strategies to deliver against consumer insights was her passion. This passion led her to pursue her M.B.A. in Marketing.
Rhasheda is married to Jarvis Boyd and is a mother to 3 children, Jackson (14), London (11), and Quinn (9). In her spare time, she has been active in her community—volunteering with the Texas Women’s Foundation on their grant review committee and is a foodie at heart with a passion for cooking and exploring new restaurants.