NEW YORK -- Equinox recently named Cynthia (Cie) Nicholson its new executive vice president and chief marketing officer.

Nicholson had served as the CMO of PepsiCo North America from 2005 until she stepped down in 2008. She had responsibility for more than 35 brands at Pepsi.

“Cie is a forward-thinking leader who understands how to build and expand a brand into new, profitable markets,” Equinox CEO Harvey Spevak said in a statement. “She is the best of all worlds: an award-winning marketing executive with an exceptional track record in one of the most competitive global businesses, a natural leader and developer of talent, and a successful manager with a tremendous entrepreneurial spirit.”

Spevak added that Nicholson will help New York-based Equinox build a “global lifestyle brand” by identifying and capitalizing on domestic and international opportunities.

“I am thrilled to be joining Equinox at such an important point in the company’s growth and expansion,” Nicholson said in a statement. “The Equinox lifestyle brand has something unique and compelling to offer both an expanded domestic and international marketplace. Equinox has tremendous brand equity that defines quality, innovation and attention to detail through its design and diverse offerings. That’s a great message in any language.”