PepsiCo announced leadership changes. Mihaela Hristea has been appointed General Manager, East Balkans, following the promotion of Radu Berevoescu to General Manager, East Europe.
Mihaela Hristea joined PepsiCo in 2023 as Senior Marketing Manager Beverages Romania and was subsequently appointed Organized Trade Sales Director, East Balkans. She led the commercial strategy for the entire regional portfolio, strengthened partnerships with retail partners, and played a key role in transforming the Pepsi brand in Romania through the largest rebranding project in recent years. She also initiated partnerships with some of the most relevant cultural platforms in Romania, contributing to increasing the relevance of beverage brands among younger consumers.
With more than 20 years of experience in the FMCG industry, in regional and cross-functional roles in marketing, trade marketing, finance and commercial operations, Mihaela Hristea brings an integrated perspective on business development and will be part of the leadership team led by Radu Berevoescu.
“I am taking on this role in a symbolic year for Pepsi in Romania. Six decades of relevance reflect the strength of a product that has remained relevant across generations of consumers and stand as proof of a solid business foundation built by a strong and motivated team. This milestone inspires us to continue this journey with the same ambition and courage to challenge conventions, create value across the entire PepsiCo portfolio, remain a trusted partner for our customers and further strengthen Romania’s role as a strategic hub in the region,” said Mihaela Hristea.
In his new role as General Manager, East Europe, Radu Berevoescu will report to Silviu Popovici, Chief Executive Officer, Europe, Middle East and Africa, and will oversee operations across 20 markets and territories in Eastern Europe. His priorities include driving sustainable growth, accelerating portfolio transformation and building high-performing, resilient teams.
Radu Berevoescu has been part of the PepsiCo team for more than 16 years. He started his PepsiCo career in Finance, where he spent 11 years overseeing financial strategies across 30 countries. He later became Chief Financial Officer for PepsiCo East Balkans and, in 2021, was appointed Organized Trade Director. During this time, he strengthened strategic partnerships and increased market share in all categories. Since 2023, he has served as General Manager East Balkans. During his tenure, PepsiCo invested more than USD 148 million in modernizing plants and expanding production capacity, further strengthening Romania’s strategic position in the region.
“East Balkans is a strong organization, supported by an outstanding team that has consistently delivered results in an ever-changing environment. Today, Romania plays a strategic role within PepsiCo’s regional operations, and this journey reflects the efforts of all our colleagues, to whom I am grateful. I am confident that Mihaela will continue this direction with the same ambition and results-oriented mindset. For me, this new role represents an opportunity to contribute to PepsiCo’s growth in Eastern Europe and to build on the experience I have gained while working with teams throughout the region’s 20 markets and territories”, said Radu Berevoescu.
About PepsiCo
PepsiCo products are enjoyed by consumers more than one billion times a day in more than 200 countries and territories around the world. PepsiCo generated nearly $94 billion in net revenue in 2025, driven by a complementary beverage and convenient foods portfolio that includes Lay’s, Doritos, Cheetos, Gatorade, Pepsi-Cola, Mountain Dew, Quaker, and SodaStream. PepsiCo’s product portfolio includes a wide range of enjoyable foods and beverages, including many iconic brands that generate more than $1 billion each in estimated annual retail sales.
Guiding PepsiCo is our vision to Be the Global Leader in Beverages and Convenient Foods by Winning with pep+ (PepsiCo Positive). pep+ is our strategic end-to-end transformation that puts sustainability and human capital at the centre of how we will create value and growth by operating within planetary boundaries and inspiring positive change for planet and people. For more information, visit www.pepsico.com, and follow PepsiCo on X (Twitter), Instagram, Facebook, and LinkedIn@PepsiCo.