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.
“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.”
The shake-up was sparked by the retirement of senior vice president and chief growth officer Francisco Crespo. Crespo assumed that role in 2017 when Coke said it would rid the company of the distinct CMO title, instead giving him control of global marketing, corporate strategy and customer and commercial operations.
It was a shock move at the time as the business tried to “move quickly to structure for faster growth” amid declining sales. Advertising industry commenters were concerned, and confused, as to why the brand didn’t trust a CMO to drive long-term growth.
However, local marketers were quick to defend the strategy. Then-UK marketing director Aedamar Howlett stressed it had given regional marketers a wider remit and was pushing them to work against commercial objectives.
In quick succession, brands like McDonald’s and Johnson & Johnson also embarked on similar restructures, shedding their organisations of the top marketing roles in favour of “chief growth officers” or “chief customer officers”.
Mastercard marketer Raja Rajamannar recently told The Drum it was evidence of…
