Global beverages and snacks major PepsiCo on Monday said it has promoted India-born Sanjeev Chadha to the position of Chief Executive Officer of its Asia, Middle East and Africa (AMEA) region operations, spanning across 90 countries.

A veteran having spent 23 years at PepsiCo, Chadha will directly report to company’s Chairman and CEO Indra K Nooyi, the company said in a statement. He will be based at the PepsiCo’s Dubai office and now oversee all aspects of company’s AMEA business with immediate effect, it added.

Prior to the elevation, Chadha has been the President of PepsiCo Middle East and Africa. Commenting on the development, Nooyi said: “Sanjeev is one of the most respected senior leaders in the PepsiCo family and he has a strong track record of success. His leadership, experience and deep knowledge of the business, the region and its people will help to continue to drive success in AMEA.”

A founding member of the PepsiCo business in India 20 years ago, Chadha moved to the position of PepsiCo’s President of Middle East and Africa in January 2011.

Prior to that he was the Chairman and CEO of PepsiCo India. He had also spent over a decade in Hong Kong, steering operations in the Asia-Pacific, before returning to India in 2007.

He is an alumnus of Indian Institute of Management, Ahmedabad and Hindu College, Delhi University. He has worked in each of AMEA’s key markets and has led multiple business functions, including marketing, sales, innovation, franchise and general management.