Coca-Cola Co is to introduce a chief marketing officer specifically for the US market, as it continues to battle with a flat market there. The position has been given to Chris Lowe, who had most recently served as a senior vice president of global marketing strategy.

Lowe will oversea the marketing for all Coke's major brands in the US and will report ot North American beverage chief Jeffrey Dunn.

The US has become a tough market for the fizzy drink giant, with growth in carbonates a disappointing 0.6% last year. And, in recent times Coke has come under fire for unimaginative marketing in the country.

Lowe has already been closely involved in recent marketing successes at the company including new advertising for Diet Coke and Coca-Cola that began during the Winter Olympics.

He is expected to oversea new creative work for Coke, to launch in Autumn as well as a new campaign for Sprite.