Coca-Cola has unveiled a strategic move to strengthen its presence and invigorate its marketing efforts in Latin America by appointing Claudia Navarro as the Vice President of Marketing for the region, effective February 1st. With an impressive 17-year journey within the company, Navarro brings a wealth of international experience from diverse markets including Canada, the United States, Italy, Thailand, and the United Arab Emirates. Her pivotal role in orchestrating globally acclaimed sporting events such as the Olympic Games and FIFA World Cups underscores her dynamic expertise.
Navarro’s homecoming to the region signifies Coca-Cola’s steadfast commitment to the Latin American and Caribbean markets, firmly rooted in a multicultural and sustainable vision. As she takes the reins, Navarro will spearhead the marketing strategy across 39 markets, propelling the iconic beverage giant towards new horizons.
Coca-Cola’s rejuvenated marketing strategy under Navarro’s guidance pivots on forging deeper consumer connections through authentic experiences and campaigns that stir genuine emotions and resonate with real-life interactions. In her words, “The Coca-Cola Company’s marketing strategy revolves around fostering a profound connection with consumers, creating authentic experiences and campaigns that evoke emotions and genuine bonds, crafting memorable moments that strengthen the positioning of our portfolio within the region.”
Navarro’s reputation for unearthing growth opportunities and pioneering successful strategies across diverse markets stands as a testament to her acumen. Born in Colombia, she honed her skills in Finance and International Relations at the University Externado in Bogotá and pursued master’s degrees in Management, Marketing, and Business Administration from Canada’s McGill University. It was in Canada that Navarro’s journey with The Coca-Cola Company commenced—a synchronicity she embraced wholeheartedly, aligning with the core values of refreshing the world and positively impacting lives and communities.
“The most exceptional aspect of Coca-Cola is its people-first philosophy,” Navarro asserts, emphasizing that the company extends beyond tools, providing avenues for professional and personal growth for its associates. She elucidates that Coca-Cola has allowed her to fulfill a long-standing aspiration: to explore the world and glean insights from diverse cultures.
Equally significant, her tenure has shattered barriers, underscoring that with determination and steadfastness, women can attain any goal they set their sights on. Nonetheless, Navarro is candid about the road ahead, stating, “Coca-Cola places immense emphasis on the journey toward achieving our equity goal by 2030. Every day, we work to redefine the future for the upcoming generations.”
Navarro’s ascent to the role of Vice President of Marketing for Coca-Cola Latin America marks a transition from the tenure of Ecuadorian executive Javier Meza, who assumes the role of Vice President of Marketing for Coca-Cola Europe. This strategic realignment ushers in a new era of visionary leadership and an unwavering dedication to fostering authentic consumer connections and growth within the Latin American market.
