Coke Names New North American Marketing Chief

18 September 2003

Coca-Cola has appointed the former head of its Nordic arm to be the new North American chief marketing officer.

Javier Benito fills the role vacated last month by Chris Lowe, now the president of the under-fire foodservice and hospitality division. The appointment effective August 25 has only now come to light.

Lowe moved to the foodservice unit after his predecessor Tom Moore stepped down [WAMN: 27-Aug-03]. The division was at the centre of the row with Burger King after it emerged Coke employees had rigged a joint promotion.

Both Benito and Lowe answer to Jeff Dunn, president of Coca-Cola North America. Benito also reports to the beverage behemoth’s global marketing supremo Daniel Palumbo.

Read a company memo: “[Benito] brings a strong background gained through nine years with the company in senior marketing and operations roles in global marketing, the East and Central Europe division and the Brazil division.”

The new North American marketing chief takes his place as Coke gears up to consolidate its stateside media planning and buying operations [WAMN: 16-Sep-03].

Data sourced from:; additional content by WARC staff