Coca-Cola has reappointed a global CMO, less than three years after canning the role.
The company’s president for the Asia Pacific Manolo Arroyo steps into the position. His appointment is part of a wider restructure that comes into effect next year.
As part of the shake-up, aimed at better integrating marketing within operations, Coca-Cola will have a division for creative, category, marketing operations, design, and knowledge & insights. All departments will report to Arroyo.
Arroyo has been with the multinational for more than 15 years, and will continue to serve as Asia Pacific president.
“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,” James Quincey, chairman and chief executive of The Coca-Cola Company, says.
“Manolo’s dual leadership over operations and marketing is a new structure for us, and we anticipate that it will evolve in the months ahead. Manolo’s focus will range from developing work that can be used around the globe to supporting local campaigns.”
Coca-Cola’s decision to bin the CMO role in 2017 was followed by a line of global brands, such as Johnson & Johnson and McDonald’s.
Locally, businesses such as Unilever, Vodafone and Domain have also scrapped the role.
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