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Jorge Garduño to Become Coca‑Cola’s New Chief Customer & Commercial Officer


The Coca-Cola Company announced today that Jorge Garduño, who has led the company’s business in Japan and South Korea since 2020, will become Chief Customer & Commercial Officer. He is expected to begin the new role Feb. 1, 2024. Garduño will succeed Elaine Bowers Coventry, who is taking a newly created role in the company’s Europe operating unit as President, Europe East Operations.

Garduño brings extensive knowledge of the company to the Customer & Commercial function, which aims to drive short- and long-term value growth across markets globally.

“Jorge is well-regarded as a strong operator and is one of the company’s foremost experts in revenue growth management,” said President and Chief Financial Officer John Murphy, who oversees Customer & Commercial. “In his career, spanning Latin America, Europe and Asia, he has successfully led complex customer relationships and commercial transformation to drive long-term value and growth.

“Jorge will build upon the progress made by Elaine and take the Customer & Commercial agenda to the next chapter of growth,” Murphy said. “I thank Elaine for her tremendous contributions and wish her the best of success in her new role.”

Garduño joined the company in 1992. He went on to hold positions in commercial operations, marketing and key accounts at Coca‑Cola Mexico. He later served in general manager roles for Coca‑Cola Colombia, Coca‑Cola Thailand and Coca‑Cola Chile. He was then named managing director of Spain, Portugal and Andorra for Coca‑Cola Iberia.

Besides his operational positions, Garduño has served on the boards of ThaiNamthip in Thailand, Coca‑Cola Amatil in Australia and Coca‑Cola COFCO in China.

Most recently, Garduño has been based in Tokyo. He was named president of the company’s former Japan business unit in 2017 before being promoted to his current role in 2020.

Garduño is a native of Mexico and a graduate of Tec de Monterrey Mexico. He has an MBA from the University of Texas at Austin and completed the Advanced Management Program at Harvard Business School.

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