The Gig: Global Chief Marketing Officer, Consumer Engagement, Pepsico

This former Def Jam and Tommy Boy exec keeps his eyes and ears to the streets as he continues to partner the many brands of Pepsico (Pepsi, Mountain Dew and Sierra Mist) with urban acts like Lil Wayne (Mountain Dew's DEWeezy), Nicki Minaj and Eminem. Overseeing the deal in which Mountain Dew financed the creation of the Green Label Sound—the label that gave us free music from acts Matt & Kim and the Cool Kids—don't be surprised if we see Pepsico, under Cooper's lead, entering fully into the business of content-creation in the near future.