82 - How Coca-Cola's Growth Strategy Ensures Local Relevance, Prioritizes Consumer Engagement, and Meets Evolving Expectations with Javier Meza, Europe CMO

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What is the secret formula for sustainable brand growth at Coca-Cola?

“Coca-Cola’s brand values, such as inclusivity and optimism, serve as guiding principles, ensuring marketing efforts remain authentic and relatable across different markets.” Javier Meza, President Marketing and Europe CMO at The Coca-Cola Company, 

In this episode of Time for a Reset Marketing Podcast: Insights from Global Brand Marketers, brought to you by CvE Marketing Consultancy, host Paul Frampton sits down with Javier Meza, President, Marketing, and Europe CMO at The Coca-Cola Company. With nearly 27 years at Coca-Cola, Javier shares invaluable insights on the importance of global perspective, company values, and high-quality colleagues that have shaped his career. Discover why he believes marketing should create meaningful value exchanges and how Coca-Cola navigates the evolving landscape through data-driven strategies and AI innovations. They also explore the future of the CMO role and the importance of continuous learning and vulnerability in leadership. Tune in for thought-provoking discussions that blend creativity with analytics in modern marketing!

Here are some key talking points from the episode:

• How consumers are the ones who are constantly hitting the the Reset Button in Marketing
• Experiential Marketing and Consumer Engagement
• Investment in Marketing
• Using First-Party Data for Personalisation
• Addressing Audience Planning Challenges
• Building New Capabilities for Driving Change
• Using Predictive Analysis to Measure Marketing Effectiveness
• Combining Human Insights with AI in Marketing
• The Evolving Role of CMOs

Javier Meza joined Coca-Cola in Europe as President of Marketing and Europe CMO in February 2023. He previously served as SVP of Marketing, Latin America at The Coca-Cola Company and co-founded EXMA Global, a marketing education platform. With a background in chemical engineering and multiple executive education programs, Javier's expertise spans digital marketing, strategic marketing, and leadership. Additionally, Javier has served on the boards of companies such as Solar Coca-Cola, TONICORP, and Jugo’s Del Valle-Santa Clara.

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