Carlos Martín has been appointed General Manager and Vice President of Franchise Operations of Coca-Cola Iberia (Spain and Portugal). This position will be effective as of 1 May 2023.
Carlos Martín joined Coca-Cola in April 2020 as general manager of Argentina, Paraguay and Uruguay. After two successful years, he assumed his current role as Vice President of Franchises for Colombia and Venezuela, where together with his team and thanks to the collaboration of the entire system, he managed to carry out a sustainable transformation of the business.
This had an outstanding impact on the results achieved, positioning the company as a robust leader in Colombia, reaching historic records in volume, revenues and profits, and developing a shared ESG agenda across the system.
He succeeds Juan Ignacio de Elizalde in the leadership of Coca-Cola Iberia.
Carlos is a Spanish national with a degree in Business Administration and Management from the Universidad Autónoma de Madrid. Prior to joining Coca-Cola, he held various national and international positions at P&G and Danone.
A people and values oriented leader, he is firmly committed to defending and promoting diversity, equality and inclusion within his teams.
He will succeed Juan Ignacio de Elizalde, until now General Manager and Vice President of Franchise Operations at Coca-Cola Iberia (Spain and Portugal) since 2017.
De Elizalde has been with The Coca-Cola Company for 20 years, having started his career in Argentina and having worked in multiple countries in Latin America and Europe, always bringing a people-centric mindset to the business. He will remain with the company until the end of June to ensure an orderly transition with Carlos Martín at the helm of Coca-Cola.