Of particular note has been the way he has pummelled the snack-food side of the business, with some vigour, into a very different structure from the one he inherited. It is in recognition of the strides Amin made here that he has been promoted to the global role of executive vice-president, sales and marketing, based in the US. There he will report to Indra Nooyi and John Compton, two of PepsiCo's chief executives.
What is striking about Amin's tenure as president of PepsiCo UK and Ireland is just how little of his time he spent on eye-catching ad campaigns, and how much has been devoted to corporate social responsibility. His predecessors, conversely, have been credited with overseeing some of our most memorable advertising, as well as headline-grabbing promotions and NPD.
Amin's role has been more defensive - overseeing a reduction in the saturated-fat content and carbon footprint of his products, in the face of declining goodwill from both the public and the government. At one point, PepsiCo brands, along with fast-food chain McDonald's, were being held responsible for the expansion of our nation's waistlines. In response, Amin has been a driving force behind the launch of the Change4Life anti-obesity drive, funding ads and donating free promotional space on packaging in the hope of prompting us to rediscover a more active lifestyle.
On reflection, Amin's legacy highlights the change in the skills set required in this industry. The importance of CSR for so many marketers leads one to wonder why advertising is still so often the main focus - admittedly, something of which we at Marketing are guilty - when it is becoming the smaller picture.