PepsiCo has appointed Mihaela Hristea as general manager of East Balkans, following the promotion of Radu Berevoescu to general manager of East Europe.

Hristea joined PepsiCo in 2023 as senior marketing manager for Beverages Romania. She was then appointed as organised trade sales director, East Balkans, where she led the commercial strategy for the entire regional portfolio.

During this time, Hristea strengthened relationships with retail partners and is credited in playing a key role in PepsiCo’s brand transformation in Romania. She also initiated partnerships with cultural platforms in the country, contributing to increasing the relevance of PepsiCo’s beverages among younger consumers.

Hristea brings more than 20 years of experience in the FMCG industry, in regional and cross-functional roles including in marketing, finance and commercial operations. She will be part of the leadership team led by Berevoescu.

Commenting on her appointment, she said: “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.”

In his new role as general manager of East Europe, Berevoescu will report to Silviu Popovici, CEO of Europe, Middle East and Africa. He will oversee operations across 20 markets and territories in Eastern Europe, prioritising driving sustainable growth, accelerating portfolio transformation and building high-performing, resilient teams.

Berevoescu, who has been with PepsiCo for more than 16 years, began his career with the company in Finance. He spent 11 years overseeing financial strategies across 30 countries, later becoming chief financial officer for PepsiCo East Balkans. In 2021, he was appointed organised trade director, and then as general manager of East Balkans in 2023.

During his tenure, PepsiCo invested more than $148 million in modernising manufacturing plants and expanding production capacity.

Berevoescu commented: “East Balkans is a strong organisation, supported by an outstanding team that has consistently delivered results in an ever-changing environment”.

“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.”