Just two years after publicly eliminating its chief marketing officer position in favor of a chief growth officer, Coca-Cola, the world’s leading soft drink company, revealed that marketing at the $235 billion brand will once again be the responsibility of a CMO. Partner, Christian Jacobsen, who leads brand strategy at The Many, shared his thoughts on the resurgence of the CMO role for the brand.

Whether Coca-Cola will be able to recapture that missing growth and build long-term value in the years to come will depend on how its resurrected CMO addresses three immediate marketing challenges facing the brand: narrowing its focus to help the brand make better and faster decisions, broadening its moat to find more opportunities beyond the beverage category, and pinpointing a brand purpose that would reach today’s consumers and talent pool.

Read the full piece in MarketWatch.

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