Coca-Cola has announced several management changes in an effort to boost profits. The company yesterday (5 January) announced that its North American marketing boss, Javier Benito, has resigned. His position will subsequently be split into two separate retail and marketing roles.

In a memo to employees, Donald Knauss, the head of Coke's North America unit, said Benito was resigning to pursue other interests after 10 years at the company.

Melody Justice, who previously worked in strategy and planning, was named president of the US retail division and John Hackett, who was previously general manager of Coca-Cola North America's hydration business unit, was named senior vice-president of marketing for the North America unit.

Both will report to Knauss.

"We succeed when we have an organisation with clear lines of accountability and a structure properly aligned with our North American bottlers and customers," Knauss said.

Coke also said that it is expanding its creative marketing capabilities. Chief creative officer Esther Lee will lead a team charged with developing a new advertising and brand communications model.