Dive Brief:

• As part of a restructuring, Molson Coors is uniting sales, marketing, innovation and digital capabilities for the company’s non-alcohol and liquor portfolios in the Americas under the new role of chief commercial officer, according to a press release. Michelle St. Jacques, CMO since 2019, assumed the role on March 1.
• Sofia Colucci, who has been with the company since 2017, is the new CMO. The restructuring also sees the departure of Pete Marino, president of emerging growth, effective April 30.
• The new function was created to support the ability to quickly scale brands and capabilities as the company looks to build on what it says has been a period of burgeoning strength over the past three years. 

Dive Insight:

As CMO the past few years, St. Jacques helped to modernize and strengthen core brands such as Coors Light and Miller Lite while also expanding its beer alternatives, such as Topo Chico Hard Seltzer and Simply Spiked Lemonade, per press materials. St. Jacques also saw Molson Coors return to the Super Bowl after more than three decades with an advertisement that pitted Coors Light and Miller Lite against each other, only for Blue Moon to come out on top.

The new function will allow for faster decision making, greater collaboration and more commercial support, according to Gavin Hattersley, president and CEO of Molson Coors. He also clarified the move isn’t about reducing headcount, but preparing the company for the future.

“We are in a better position than we were in 2019, and we need to think differently about what we are set up to accomplish in the years ahead. Our focus must be on taking the next steps on that path to continued progress and future prosperity,” said Hattersley.

St. Jacques previously held a leadership position in marketing at Kraft Heinz. During her tenure, the company proved adept at leveraging social listening to launch new products. She also previously held sales and marketing roles at Unilever and SC Johnson. Her replacement, Colucci, previously served as the global vice president for the Miller family of brands. During Colucci’s tenure, Miller Lite saw a resurgence and growing category share, per release details.

Molson Coors has seen significant growth in recent months, with the company growing both in revenue and underlying pre-tax income for more than a decade in the 2022 fiscal year. Net sales grew 4.1%, with above-premium brands accounting for more than 28% of its global net sales revenue.

The company’s restructuring reflects broader trends for marketing departments that see them ramping up their expertise in leveraging data. Winning CMOs are able to look beyond the usual customer touchpoints and integrate other inputs, including from across the organization, with better outcomes, according to Gartner research.