Coca-Cola shuffles senior marketing team to accelerate recovery

Coca-Cola has switched two of its most senior marketing executives in a move its claims will “accelerate the profitable growth of Coca-Cola through world class marketing” as it looks to put a difficult 2013 behind it. 

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The soft drink giant has moved the managing director of its sparkling portfolio in North America, Katie Bayne, to lead its global sparkling brand centre, which houses the global brand and marketing teams and is responsible for rolling out global platforms such as Open Happiness.

She will have responsibility for marketing communications, global design, sponsorships, media, interactive marketing for brands including Coca-Cola, Fanta and Sprite as well as the marketing of the company’s Live Positively sustainability platform.

Bayne, who has held several senior marketing roles at Coke since joining in 1989, will be replaced by Wendy Clark. Clark has been with Coca-Cola since 2008 and is responsible for overseeing the launch of “Open Happiness”.

The switch follows a difficult 2013 when the company suffered successive quarters of decline in revenue. It unveiled a five-point marketing plan in February using $1bn in productivity savings that will be reinvested in innovation, additional media spend and point of sale enhancements.

Both will begin their roles on 1 June. Bayne will report to CMO Joseph Tripodi, while Clark will report to chief customer officer Sandy Douglas. 

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