Coca-Cola Names New CMO for North America

Coca-Cola Names New CMO for North America

Coca-Cola has named Beatriz Perez as the new CMO for North America to replace Katie Bayne, who has been elevated to president and general manager of sparkling beverages for Coca-Cola North America.
 
Perez, who took her new post on April 1, most recently served as svp of integrated marketing for Coca-Cola North America. In that role, she oversaw several media, interactive, entertainment and sports partnerships, including Nascar, PGA, U.S. Olympic Committee, American Idol and the Academy Awards, among others. In her new role, Perez will report to Joe Tripodi, chief marketing and commercial officer for The Coca-Cola Co.  
 
Perez, who joined Coke as an associate brand manager in 1996, was also responsible for launching the Coke Digital Network, the company's media communication tool.
 
Prior to joining Coca-Cola, Perez worked for DMB&B/Sosa, Bromley, Aguilar, Noble and Associates, where she was an account supervisor.
 
Coca-Cola North America has not yet named Perez's successor.

Bayne, who was behind the Coca-Cola Rewards program, among other projects, had been CMO for North America since 2007. She now replaces Hendrik Steckhan in her new role.

The Coca-Cola Co. spent $412 million on advertising in 2009, excluding online, per the Nielsen Co. Wieden + Kennedy, Portland, Ore., is the lead agency that handles the Coca-Cola and Diet Coke soft drink brands.