The announcement comes amid broader changes at the company, which includes seeking to better align marketing with operations.
Arroyo, a long-time company veteran, is responsible for assembling Coke’s first water strategy in 1998. Arroyo is also expected to build on the cohesive growth framework for its portfolio of brands built by Francisco Crespo, the longtime chief growth officer for Coke. Crespo is retiring from the company in June.
Arroyo will report directly to their CEO James Quincy. Other changes at Coke this year include corporate strategy now reporting to CFO John Murphy and commercial operations reporting to President and COO Brian Smith.
Coke's move to bring back the gloabl CMO role is potentially a promising development for marketers heading into 2020. With the changing times and catering to the preference and lifestyle of consumers, particularly choosy millennials, companies like Gap, Adidas, and Kraft Heinz have admitted that they have lost sight of the importance of brand-building. It is a lot more challenging today to get loyalty from younger consumers.
