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De Quinto, who is currently president of the Iberia business unit and VP Europe group, will succeed Tripodi in January, before Tripodi steps down at the end of February to "ensure a smooth transition".

Tripodi has been CMO at Coca-Cola for seven years. Under his leadership, Coca-Cola launched what it describes as one of its "most successful" global campaigns, Open Happiness. It was also named Cannes Lions Creative Marketer of the Year in 2013.

Tripodi joined Coca-Cola in 2007 from Allstate Insurance Company, where he was chief marketing officer.  He also served as CMO for The Bank of New York and MasterCard International.

"During his tenure, Joe has successfully led our Company’s worldwide marketing and commercial organisation, and played a vital role in building and leveraging our marketing capabilities and talent around the globe," said Muhtar Kent, chairman and CEO.

He continued: "Over his tenure with Coca-Cola, Marcos has been known for his ardent passion for our brands, our business and our system, as well as his strategic capabilities.

"Although Marcos’ DNA is that of a marketer, he has held a number of leadership roles throughout his career and he will bring a global view with strong operational experience to this key role. Our global marketing organisation will benefit greatly from Marcos’ proven track record of success and his unique combination of world-class operational and marketing expertise."

De Quinto, who has been in his current role since 2000 has held various marketing roles across Spain, Asia and Germany, as well as general management roles in Singapore and Malaysia.

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