Coca-Cola names Marcos De Quinto as new chief marketing officer

By Elaine Watson contact

- Last updated on GMT

Coca-Cola names Marcos De Quinto as new chief marketing officer

Related tags: Revenue, Marketing, Coca-cola

Coca-Cola chief marketing and commercial officer Joe Tripodi will retire at the end of February 2015, to be replaced by Marcos De Quinto.

De Quinto, who will succeed Tripodi as chief marketing officer in January 2015 (but won't take on his commercial responsibilities), has been president of Coca-Cola’s Iberia business unit & vice president, Europe Group, since 2000. 

Previously, he held various division marketing roles across Spain, Southeast & West Asia, Germany, as well as general management roles in Singapore & Malaysia.

"Over his tenure with Coca-Cola, Marcos has been known for his ardent passion for our brands, our business and our system, as well as his strategic capabilities​," said Coca-Cola CEO Muhtar Kent.

"Although Marcos' DNA is that of a marketer, he has held a number of leadership roles throughout his career and he will bring a global view with strong operational experience to this key role. 

“Through Marcos' leadership, the Iberia Business Unit has become one of our best marketing centers of excellence worldwide. Our global marketing organization will benefit greatly from Marcos' proven track record of success and his unique combination of world-class operational and marketing expertise."

According to AdAge (click HERE​), De Quinto "isn't well known in marketing circles​", and describes himself in his Twitter profile as a "Pirate. I sail without a flag. I'm not trying to convince you of anything, just perhaps make you question what you believe in."

Share a Coke

Under Tripodi's leadership, meanwhile, Coca-Cola launched one of its most successful global campaigns for brand Coca-Cola, Open Happiness, while Tripodi was inducted into the American Marketing Association Hall of Fame earlier this year, added Kent, who has pledged to increase media spending and brand-building initiatives in 2015. 

"Joe has… played a vital role in building and leveraging our marketing capabilities and talent around the globe​.”

Speaking at the company’s third quarter earnings call this week, in which Kent said overall topline results were “below our expectations​”, he said: "There's no question that we need to improve our execution in many markets, especially our consumer marketing and commercial strategies.”

But he added: “In markets where we executed our strategies well we saw solid progress. In North America our disciplined approach to pricing supported by incremental media investments, high quality marketing programs such as Share a Coke and disciplined price pack strategies as well as improved execution is paying dividends with increased incidence particularly among teams and revenue growth in our sparkling portfolio.”

In Q3, 2014, Coca-Cola reported flat net revenues, a 1% increase in global unit case volumes and a 10% rise in operating income. Sparkling beverage volumes were flat, but still beverage volumes grew 2%, with tea contributing 4% volume growth and water and energy drinks up 7%. This was partially offset by a decline in juices, juice drinks, and sports drinks.

Click HERE​ for more details.

Related topics: Manufacturers, People, Beverage

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