Coke appoints a CMO two years after killing off the role

Coca-Cola’s decision to axe the global chief marketing officer role sparked a wave of companies adopting a similar structure. But two years later it’s U-turned with the appointment of a new marketing boss.

The president of the company’s Asia Pacific business, Manolo Arroyo, has taken on the position of chief marketing officer as part of a new integrated global structure that will come into effect on 1 January.

The soft drinks giant will now have divisions for creative, category, marketing operations, design and knowledge & insights, all of which will report to Arroyo.

Coke said the alignment of integrated global marketing under Arroyo “will more closely integrate marketing within operations”.

“We know consumer needs are changing faster and faster, and it is critical for the company to be agile in how it responds and adapts,” said James Quincey, chairman and chief executive of The Coca-Cola Company.

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