Coca-Cola Co. has installed a new North American marketing leader as part of a larger reorganization as the beverage giant looks to improve its operational speed.
Shakir Moin, who has been running Coke-owned international coffee brand Costa on an interim basis, will take over as head of marketing as of Jan. 1. North American marketing had been overseen by Melanie Boulden, a former Reebok and Crayola marketer who is leaving Coke after joining in 2019, including serving as chief marketing officer since late 2020. Boulden was not available for comment.
The change is part of a management team overhaul orchestrated by Jennifer Mann, a longtime Coke employee who will take over as president of the company’s North America operating unit on Jan. 1. “I am confident this evolved structure will allow us to accelerate our growth, improve speed and capabilities, and make it easier to get work done,” Mann said in an internal memo shared with Ad Age by the company.
The moves affect several operational roles and responsibilities. That includes forming a new “customer care” team charged with providing centralized management of the company’s equipment and services, including the operation of its “Freestyle” self-serve fountain machines at restaurant chains. Coca-Cola will also create a dedicated nutrition team focused on dairy and juice, “as these are critical categories where we need to accelerate our growth and competitive advantage,” according to the memo.