SBD/Issue 131/Sports Industrialists
Coca-Cola Restructures Leadership, Promotes Bea Perez To CMO
Published March 22, 2010
|Perez Will Succeed Bayne
As Coca-Cola's CMO
Coca-Cola is "shuffling its leadership ranks in North America, a region that has become a drag on the company's overall volume growth,” according to Jeremiah McWilliams of the Atlanta Constitution. On Friday, the company announced that Katie Bayne, CMO for Coca-Cola North America, will become President & GM of "sparkling beverages" in North America. That division includes carbonated soft drinks such as Coke, Diet Coke, Coke Zero and Sprite. She replaces Hendrik Steckhan, who will go back home to Germany to assume leadership of Coca-Cola's operations there. Replacing Bayne in the CMO slot will be Bea Perez, a 14-year veteran of Coca-Cola who most recently served as Coca-Cola North America Senior VP/Integrated Marketing. Perez has been "one of the company's go-betweens” with the PGA Tour, USOC, NBA, NASCAR, Fox' “American Idol” and other entities. Bayne “has overseen one of the biggest marketing budgets in North America,” and “helped lead Coca-Cola's presence at the Super Bowl and Vancouver Olympics.” Her new job will "expand her responsibilities," as she will be “accountable for delivering results as a general manager, and will have responsibility for a profit and loss statement.” Beverage Digest editor John Sicher: "Katie is a rising star at Coke and did a very good job with marketing. Now she has an even bigger challenge: improving carbonated soft drink results" (ATLANTA CONSTITUTION, 3/20).