Molson Coors creates centralized commercial function in Americas business unit

Molson Coors Beverage Company is announcing the creation of a centralized commercial function in its Americas business unit designed to accelerate its growth in the years ahead. The new function will unite multiple teams and geographies around a single strategy, which is expected to drive clearer total portfolio and geographic prioritization and allow the company to scale new white spaces, brands and capabilities more quickly. The shift will also provide an opportunity for more commercial focus and support to Molson Coors’ non-alcohol and spirits portfolios, which are ready to scale after several years of successful growth. The full range of commercial operations in the U.S., Canada and Latin America, including sales, marketing, innovation, and digital strategy, as well as the company’s non-alcohol and liquor portfolios, will be included in the new function’s remit. As the company continues its transformation to a total beverage business, moving to a centralized commercial team helps ensure the beyond beer portfolio can fully benefit from the resources of the larger commercial structure. A new digital team will be charged with building a unified digital ecosystem across the Americas to support speed, consistency, and quality of output. The innovation team will now report directly into the larger commercial function to better align across the Americas and drive speed of innovation in beer, flavored beverages, non-alcohol products, liquor and more. Michelle St. Jacques, who has served as Molson Coors’ Chief Marketing Officer since 2019, has been appointed Chief Commercial Officer. St. Jacques has selected Sofia Colucci as the company’s new Chief Marketing Officer. Colucci joined the organization in 2017 and currently serves as the global vice president of marketing for Miller Brands and economy.