The spaniard Manuel Arroyo, new CMO Global at The Coca-Cola Company

The spaniard Manuel (Manolo) Arroyo, now President of The Coca Cola Company for the Asia-Pacific regioan will add the responsibility as Chief Marketing Officer (CMO)( Global at The Coca-Cola Company from January 1st, 2019.

Coca-Cola creates again this position dedicated to Global Marketing after relocating this responsibility under the supervision of Franciasco Crespo when the spaniard Marcos de Quinto CMO Global from 2015 to March 2017 got retired.

Francisco Crespo Benitez (CGO till Jan. 2020 and till June 2020 Senior Strategy Adviser at The Coca-Cola Company). © The Coca-Cola Company

Arroyo’s appointment as the Global CMO of the multinational is the result of a wider restructuring movement of the multinational that will follow the departure in 2020 of Francisco Crespo (Vice President and Chief Growth Officer).

The Coca-Cola Company explains that the alignment of integrated global marketing under Arroyo will more closely integrate marketing within operations.

Arroyo will continue to lead the Asia Pacific group,reporting to Smith. In addition, Arroyo will report directly to James Quincey (President and CEO, The Coca-Cola Company) as part of his new marketing duties.

“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,” Quincey said. “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.”

Crespo and Goepelt, to get retired in 2020

Crespo was named to the newly created position of CGO in May 2017. He focused on building a global community across the company’s operations, which was instrumental in driving new levels of excellence in how the company goes to market. With his success in implementing that work, Crespo is ready to transition to the next phase of his personal and professional plans, explains the company on the press release.

As CGO, Crespo had oversight of integrated global marketing, corporate strategy and customer and commercial operations. His work included the creation of a global growth framework anchored in the establishment of a disciplined approach to develop the company’s brand portfolio.

“Francisco has played a critical role in the success of our company in recent years, especially in helping develop a growth strategy that has become thoroughly embedded in our operations and our culture,” said James Quincey, Chairman and CEO of TheCoca-Cola Company. “He leaves an important legacy of helping make us more focused on fast-changing consumer needs at a critical time.”

Now a t his 54 years old, Crespo joined Coca-Cola in 1989 in Ecuador. He went on to hold roles of increasing levels of responsibility in Brazil and Chile before becoming president of the South Latin business unit, where he managed company operations in Argentina, Bolivia, Chile, Paraguay, Peru and Uruguay. He was later named president of the company’s Mexico business unit.

Senior Vice President and Chief Growth Officer Francisco Crespo will retire in 2020, stepping down after a three-decade career with the company. He will remain with the company through June 30, 2020, serving as a senior strategic advisor. He will continue to report to Quincey.

The multinational announced as well that Bernhard Goepelt will retire, also in 2020, from his responsibility as Senior Vice President and General Counsel.

“We thank Bernhard for his years of service to the company and wish him well,” Quincey said. A successor to Goepelt will be named at a later date.

The new structure: Integrated global marketing with CMO, Corporate Strategy under Finance and Custommer and Commercial Operations under Operations

Now that the growth strategy is firmly in place, the company is evolving the structure of its global growth organization in the following way: three main areas will be embedded in the organizations of three senior leaders:

De izquierda a derecha: Manuel Arroyo, John Murphy y Brian Smith. Imágenes © The Coca-Cola Company.  Composición © Eastwind.
Left to right: Manolo Arroyo, John Murphy and Brian Smith. Images © The Coca-Cola Company. Composition © Eastwind.

a) Integrated global marketing, which includes teams for Creative, Category,
Marketing Operations, Design and Knowledge & Insights, will report to Manolo Arroyo, who will be Chief Marketing Officer, in addition to continuing to serve as President of the company’s Asia Pacific Group.

b) Corporate strategy will report to Chief Financial Officer John Murphy.

c) Customer and commercial operations will report to President and Chief Operating Officer Brian Smith.

The structural changes will take effect on Jan. 1st, 2020.

CMO with extensive Marketing and Operations background acquired not only in Coca-Cola

Manolo Arroyo has an extensive background in Operations, Marketing and Brand Management.

He started his Coca-Cola career in 1995 in the field of Brand Management in Spain. He moved to Atlanta in 1998 and there he conceived the first water global strategy for the company.

When he returned to Spain in 2000, he served as Marketing Director for the Iberia business unit. He moved on to a range of roles in Operations and took office on his current position in Asia Pacific at the begining of 2019.

Like Marcos de Quinto, who was the latest CMO of The Coca-Cola Company, Manuel Arroyo has an extensive and deep experience in Asian markets and not only marketing the products of The Coca-Cola Company. The background training of Arroyo is mixed and even wider than De Quinto’s, as the new Global CMO of The Coca-Cola Company obtained his bachelor degree in Law and Business at ICADE.

The new Global CMO of The Coca-Cola Company and President of the multinational in Asia-Pacific has developed most of his professional career in a wide range of areas, including the Marketing field, working mainly for great multinationals such as S.C. Johnson & Son, The Coca Cola Company and Deoleo, although he took his first business steps by creating his own ski school in Madrid in 1987.

Related Eastwind Marketing links:

Francisco Crespo, new Chief Growth Officer at The Coca-Cola Company

James Quincey, to become CEO at Coca-Cola in may 2017, and more

Biography of Manolo Arroyo

Biography of Francisco Crespo

Biography of Bernhard Goepelt

Biography of John Murphy

Biography of Brian Smith

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