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Morgan Flatley is taking on the role of CMO for Gatorade and Propel.
Ms. Flatley, recently named an Ad Age Woman to Watch, had been VP-marketing for Gatorade. She joined the brand eight years ago, overseeing the successful launch of G2, among other initiatives during her tenure.
In her new role, Ms. Flatley will lead Gatorade's approach to all consumer touch points, particularly the brand's young athlete target. She will be responsible for integrating products, packaging and marketing.
"With these efforts aligned under one leader, Morgan will continue to drive Gatorade's position as a sports performance innovator," a Gatorade spokeswoman said in a statement.
Ms. Flatley was key to Gatorade's repositioning as an athletic performance brand, rather than simply a beverage brand. She oversaw the implementation of Gatorade's "Win from Within" tagline, in addition to the expansion of the brand's offerings, adding options like shakes, chews and gels.
She has also overseen the relaunch of Propel, bringing that brand back under the Gatorade umbrella. The brand recently received a package refresh and is now being pitched as a workout water for regular exercisers.