Coke creates chief digital officer role to keep pace with tech demands

Core Insights - Coca-Cola is enhancing its digital marketing strategy by creating a new executive role for a chief digital officer to unify digital initiatives across the company during a period of technological change for consumer packaged goods (CPG) brands [3][8] - The appointment of Sedef Salingan Sahin as chief digital officer is part of a broader organizational restructuring, which includes changes in leadership roles and responsibilities to improve consumer engagement and technology adoption [4][6][8] - The incoming CEO, Henrique Braun, emphasizes the importance of understanding consumers deeply and evolving the organizational structure to enable faster and smarter operations across all markets [7] Organizational Changes - Sahin will take over strategic duties from CFO John Murphy and will report directly to the new CEO, Braun [5] - The role of CMO Manolo Arroyo is being expanded to include customer and commercial leadership responsibilities, with a title change to chief marketing and customer commercial officer [5] - The structural adjustments also include the formation of two new market groupings aimed at bringing the organization closer to consumers [6] Digital Transformation Focus - Coca-Cola has been integrating artificial intelligence into various business areas, including marketing, although the recent announcement did not explicitly mention AI's impact [7] - The company has utilized AI-generated commercials in its holiday campaigns over the past two years, receiving mixed consumer responses [7]