• by Phyllis Fine , December 16, 2019

The Coca-Cola Company is changing its corporate marketing strategy again, naming Manolo Arroyo global CMO after it had ditched that position in May 2017 and added the title chief growth officer instead.

Company Senior Vice President Francisco Crespo, who has held the CGO position since May 2017, will retire in 2020, stepping down after a three-decade career with the company.

With “oversight of integrated global marketing, corporate strategy and customer and commercial operations,”  Crespo created a “global growth framework” according to the company.

Now his duties will be spread across three divisions. Arroyo, who will also hold onto his role as president of the company’s Asia Pacific Group, will handle integrated global marketing, which includes teams for creative, category, marketing operations, design and knowledge & insights.
Corporate strategy will report to  CFO John Murphy, while customer and commercial operations will report to President and COO Brian Smith.