How getting rid of the CMO ‘broadened’ Coca-Cola’s marketing approach

Coca-Cola’s decision to get rid of its chief marketing officer role in favour of a chief growth officer has “broadened” the company’s approach to marketing, according to one of the drink giant’s top marketers.
Coca-Cola scrapped the CMO position in March last year, appointing Francisco Crespo as chief growth officer instead. And that move has helped change the outlook of the marketing department and “broadened its approach”, says Coca-Cola’s globa