Meatless Farm has ambitious marketing and growth plans and so has hired its first CMO to be both brand guardian and expand the business.

Meatless Farm has hired former Coca-Cola marketer Lone Thomsen in the newly created role of chief marketing officer to be its brand guardian and drive growth.

Thomsen will be in charge of the brand’s international expansion and for creating a purpose-driven marketing strategy.

Speaking exclusively to Marketing Week just a week into the role, Thomsen explains: “The company is growing quite exponentially right now and there is really a need for a brand guardian and the role of CMO.”

Coca-Cola created the role chief growth officer in 2017, a move that raised eyebrows in the industry. But Thomsen says this has honed her belief in the importance of marketing being accountable to commercial goals.