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With over 5,300 tweets in Spanish, Coca-Cola's new marketing chief is pirate king of Twitter

Spanish-based Marcos de Quinto, the new chief marketing officer of Coca-Cola worldwide, is something of a dark horse, not well-known in the marketing world, according to the US magazine AdAge.

But he is well-known in the Twitterverse. His Twitter feed (so far) is entirely in Spanish and he has 5,308 tweets to date. He tweets daily from his handle @marcosdequinto. In his Twitter profile, he describes himself as "Pirate. I sail without a flag. I'm not trying to convince you of anything, just perhaps make you question what you believe in."

He chats about Spanish region Cataluna's vote on secession, comments on concerts he attends, and occasionally tweets about Coca-Cola projects.

De Quinto is replacing Joe Tripodi, who had been in the role for seven years, as the Drum has reported.

De Quinto has been president of the Iberia business unit since January 2000 covering Spain and Portugal and will move from Madrid to Atlanta in January. Tripodi was named chief marketing and commercial officer in July 2007.

De Quinto’s choice is something of a surprise; Wendy Clark, president-sparkling and strategic marketing, Coca-Cola North America; Katie Bayne, senior VP-global sparkling brand center; and Dan Sayre, president North West Europe and Nordics division were all said to be in the running for the CMO job, said AdAge quoting several executives familiar with the company.

De Quinto joined the company in 1982 in Coca-Cola Espana's marketing department. He has been marketing director of Coca-Cola Espana and Coca-Cola's German division, as well as division marketing manager of Coca-Cola Southeast and West Asia.

"Although Marcos' DNA is that of a marketer, he has held a number of leadership roles throughout his career, and he will bring a global view with strong operational experience to this role," said Coke CEO Muhtar Kent.

"Through Marcos' leadership the Iberia Business Unit has become one of our best marketing centers of excellence worldwide. Our global marketing organisation will benefit greatly from Marcos' proven track record of success and his unique combination of world-class operational and marketing expertise."