Vaughn Dickinson

Vaughn Dickinson was appointed President of Customer Direct & Go-to-Market at Primo Brands Corporation in July 2026, reporting directly to CEO Eric Foss. He brings experience from multiple fast-moving consumer goods companies, including key leadership roles at PepsiCo.

At PepsiCo, Dickinson held the position of Area Vice President and General Manager, serving in a leadership capacity within the organization's beverage division. He was identified as a PepsiCo alumnus of the University of Delaware, indicating his connection to that institution.

His appointment at Primo Brands focuses on improving customer experience, service reliability, profitable execution, and route-to-market scalability as the company streamlines its leadership structure. The move is part of Primo Brands' shift toward a more agile, accountable, customer-centered operating model.

What Vaughn Dickinson could bring to President of Customer Direct & Go-to-Market at Primo Brands: Drawing from his extensive background in large consumer goods organizations, Dickinson appears positioned to drive direct-to-consumer strategies and go-to-market excellence. His PepsiCo experience in the competitive beverage sector, combined with his focus on operational excellence and service delivery, suggests he may prioritize channel optimization, customer relationship management, and scalable route-to-market infrastructure at Primo Brands during a critical post-merger integration phase.