Javier Rodriguez Merino, Senior Director, Sustainability Marketing; The Coca-Cola Co.
Javier Rodriguez, a Spanish citizen, has been a “marketer” for The Coca-Cola Co. for 14 years. Based in Atlanta, Javier leads the Company sustainability strategy and communication, with specific responsibility for the definition and development of sustainable brand strategies, and the development of The Coca-Cola Company leadership sustainability platform. Javier works closely with the Marketing team and with the Technical and Public Affairs functions.
Javier joined the Coca-Cola Company in Mexico in 1998 where he developed a multidisciplinary expertise in all relevant marketing fields. He led the launch of brands such as Disney juices and flavoured milks, Coca-Cola Zero in Mexico, and implemented a back to growth Coca-Cola 3-year marketing strategy across LatAm.
From 2008 to 2010, he moved back to Europe where he was director of Sparkling Beverages, he developed a long-term growth strategy for Sparkling brands and implemented an European marketing collaboration model.
Prior to joining The Coca-Cola Co., Javier worked for 7 years in Danone both in Mexico and in New York, where he led the development of the kids segment, successfully managing yogurt brands such as Danonino and Danimals, among others. Javier holds an AB from Anahuac University in Communication with specialty in Advertising and TV.