Molson Coors has formed a centralized commercial function within its Americas business unit to bring more efficiency to its brand-building capabilities.

The new function will combine the sales, marketing, innovation, digital capabilities and the company’s non-alcohol and liquor portfolios in the Canada, the U.S. and Latin America. It is meant to enhance focus and prioritization, allow the company to more quickly scale and provide more commercial support for Molson Coors’ growing portfolio of non-alcoholic and non-beer brands.

“We’re building on what we accomplished over the past three years, unlocking the next phase of growth for our business through greater collaboration, faster decision making, and stronger commercial support for our total portfolio,” said Gavin Hattersley, president and CEO of Molson Coors.

To lead the new division, Molson Coors has promoted CMO Michelle St. Jacques to chief commercial officer. She will oversee all commercial activity and capabilities across the Americas.

Before joining the brewer as CMO in 2019, St. Jacques held various roles at The Kraft Heinz Company, including leading global brands and marketing capabilities across the organization. Prior to that, she spent seven years in the marketing department at Unilever, including two working on skin and deodorant brands in Toronto.

Global VP for the Miller family of brands, Sofia Colucci, is taking over as Molson Coors’ CMO. In 2017, Colucci joined Molson Coors to head up its U.S. innovation team. Since then, she is credited with transforming the company’s approach and results on innovation and building a robust pipeline beyond beer.

Colucci was previously in the marketing department at PepsiCo, and also spent six years in Canada at Maple Leaf Foods.