The Coca-Cola Company announced today a set of management and restructuration changes including the combination of the Global Marketing, Customer and Commercial Leadership, and Strategy into one function under the leadership of a new Chief Growth Officer.
Marcos de Quinto, till today Vice President and CMO of the multinational, gets retired and the newyorker Francisco Crespo, currently President of the Mexico business unit, takes on as the first Chief Growth Officer of The Coca-Cola Company.
Following the data published at (www.statista.com) worldwide advertising spend by The Coca-Cola Company in 2016 reached the $4Bn.
In 2015 the multinational invested $3.98Bn and in 2014 $3.5Bn in this chapter.
A 28-year company veteran, Crespo will lead the company’s global marketing, corporate strategy, and customer and commercial leadership teams to create a consolidated team with a clear mandate for driving global growth. This role will lead the evolving category cluster model focused around five beverage categories: sparkling, juice/dairy/plant-based, tea and coffee, water and enhanced waters and energy.
Julie Hamilton, Chief Customer and Commercial Leadership Officer, and the Corporate Strategy and Planning and Global Marketing leadership teams will report to the Chief Growth Officer.
Crespo is, says Coca-Cola, uniquely qualified for this role, having successfully led the expansion of Coca-Cola’s total beverage portfolio in each of the key Latin America markets where he has worked. Since 2013, he has overseen the continued expansion of products and brands in Mexico, which is one of the company’s most important international business units.
Serving at The Coca-Cola Company since 1989
Francisco Crespo is President of the Coca-Cola Company’s Mexico business unit based in Mexico City. In this role, Crespo oversees company operations across its second-largest global market, including coordinating a seven-year $8.2 billion system investment plan with local Coca-Cola bottlers.
Before being appointed to his current role, Crespo served as Vice President of Operations for the Brazil business unit, where he led the turnaround of the business, promoting one of the most profitable commercial systems in the region; as General Manager in Chile, where he led the strategy to compete and win against price brands; as Commercial Director of Coca-Cola FEMSA in Buenos Aires, where he developed several programs that later were exported globally, both on value-based relationships for customers, as well as on segmentation, revenue growth management and flawless execution; as President of the South Latin business unit, where he managed company operations in Argentina, Bolivia, Chile, Paraguay, Peru and Uruguay. He joined the company in 1989 in Ecuador.
Crespo has served as President of the Coca-Cola Foundation in Chile, Director of AmCham (American Chamber) in Chile, Vice President of AmCham in Argentina, Director of the Lincoln School Association of the Fulbright Foundation, and as a member of the Young Presidents’ Organization. Crespo also has served as a board member at J.R. Lindley, the Coca-Cola bottling partner in Lima, Peru.
Born in New York in 1965, Francisco Crespo Benitez is Industrial Engineerand graduated from Universidad de Los Andes in Colombia. He has also specialized in areas such as Finance, Marketing, Leadership and General Management through several programs in prestigious universities and institutions across the world.
Image over the headline.- © The Coca-Cola Company.
