Coca-Cola Marketing

Coca-Cola streamlines marketing under new chief growth officer amid wider leadership shake-up


By Tony Connelly, Sports Marketing Reporter

March 23, 2017 | 3 min read

Coca-Cola has combined global marketing, customer and commercial leadership under the newly created 'chief growth officer role' amid several other senior leadership appointments.

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The new appointments will start their role on 1 May

It comes as part of the drinks giant's ongoing transformation to facilitate further growth and accelerate innovation across its brand portfolio.

The six appointments will assume the roles on 1 May, when Coca-Cola president and chief operational officer, James Quincey, becomes the company’s new chief executive.

Francisco Crespo, who currently serves as president of the Mexico business unit, will fill the newly created role of chief growth officer. The new role combines global marketing, customer and commercial leadership and strategy into one role which will be responsible for driving growth across five strategic beverage categories- sparkling, juice/dairy/plant-based, tea and coffee, water and enhanced waters and energy.

Meanwhile, the new chief innovation officer role will be filled by current president of research and development, Robert Long. The creation of the title reflects the brand’s increased focus on accelerating the growth of its consumer-centric brand portfolio with hundreds of new products and continued innovation in beverages, packaging and ingredients.

Barry Simpson, currently senior vice president and chief information officer, will remain in his role but be elevated as a direct report to Quincey to increase visibility and focus on efforts to digitize all aspects of the company's business.

Coca-Cola’s executive vice president and chief financial officer, Kathy Waller, will assume expanded responsibility for the company’s strategic governance areas as executive vice president, chief financial officer and president, enabling services.

Jennifer Mann currently chief of staff to Quincey, will become chief people officer, a role which will see her invest in new hires and drive cultural change throughout the organisation.

The final senior leadership appointment sees current vice president and chief sustainability officer, Bea Perez, become chief public affairs, communications and sustainability officer.

"Today's organizational announcement is another building block in our company's transformational journey," Quincey said.

"We are moving quickly to structure our organization for faster growth and to ensure we can respond to the fast-changing needs of our consumers, customers, system and associates around the world. Each of the leaders named today is highly capable and understands our clear mandate for change, and I look forward to partnering with them as we transform our business for the future."

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