Massimiliano Massa will soon succeed Carlos Martín, who is set to take on the role of senior vice president of commercial and customer leadership at Coca-Cola Europe. This strategic shift in leadership was initially announced by the company in June.
Prior to this, Massa served as the general manager for Coca-Cola’s ‘Cono Sur’ region in South America, overseeing operations in Chile, Bolivia, Paraguay, Uruguay, and Argentina.
He has a notable track record in Brazil, Coca-Cola’s fourth-largest market globally, where he significantly boosted sales to record levels. His efforts in public relations, communication and sustainability, non-carbonated beverages, and commercial and customer leadership were especially recognized by the group in their statement.
Massa holds a degree in economics from the Pontifical Catholic University of Rio de Janeiro in Brazil and a master’s degree in business administration.
The new director of Coca-Cola Iberia described this appointment as a “unique opportunity” to bring forward his “experience and global perspective” gained from working in “challenging markets” throughout his career.
Among his goals, Massa expressed his intention to “drive sustainable results” and “build something relevant and enduring” alongside his team and partner bottler Coca-Cola Europacific Partners (CCEP).
