Coca-Cola: How Innovation Keeps a 128yrs Old Brand, Young Everyday
In today’s world, we tend to think that Innovation is about opening blue spaces and discovering breakthrough solutions by launching new products that will drive incremental business. Tracking the history of Coca-Cola we will learn how to drive business with exactly the same product solution over more than 128yrs. Constant Adaptation is also a way of Innovation. And when you are able to scale it fast, it has a multiplier business effect. If Innovation = Ideas X Execution, we need Ideas for Constant Adaptation and excellence in Execution to drive scale
Currently responsible for developing the portfolio growth strategy and consumption habits for The Coca-Cola Company core brands in our 13 markets in South Asia, leading a diverse region and marketing teams across South East Asia (from Myanmar to Philippines)
In her previous role as responsible for Coca-Cola TM in the Global team, she was responsible for the stewardship of the Coca-Cola TM in markets all over the world by providing strategic leadership, pushing innovation and driving scale. She launched the current brand communication campaign Open Happiness in 206 markets.
She began her career with The Coca-Cola Company in 1999 in Spain where she had various capacities on numerous brands including: Flavor Sparkling Unit Director (Fanta, Sprite, Nordic Mist, Burn, Mare Rosso), Coca-Cola TM Unit Director and Sparkling Business Unit Director before moving into her role at the corporate office.
Before joining The Coca-Cola Company, Cristina worked in various marketing departments in diverse companies such as IBM, Universal & Paramount Video Pictures and Colgate-Palmolive.
She is married and has three children.