Clarity in action.

Coca-Cola's variants were marketed as separate brands, splitting investment and diluting the core idea across markets.

Led the global brand strategy behind the “One Brand” approach and the “Taste the Feeling” campaign, uniting the variants under one brand. Used consumer insight to evolve the brand's position around specific occasions, at home and away from home, and identified the teen segment as a priority.

• +3% annual volume growth and +4% revenue growth from portfolio strategy
• +30% marketing productivity
• +10 percentage points in teen consumption
• Market-entry and positioning strategy for Coca-Cola Zero's expansion into 80+ countries

Twenty-six culturally and economically different countries, each with its own regulations, competitors and independently owned bottling partner.

Defined where and how to compete in each market, translated consumer and shopper insight into brand and channel strategy, and built a single regional brand standard that partners agreed to execute.

• 20% volume growth for Coca-Cola Zero Sugar across 26 markets
• +10 points of household penetration, reaching more than 50% share of at-home consumption
• Away-from-home share up from 10% to 30% by targeting high-margin socializing venues

A global juice portfolio that needed to grow profitably and scale across markets.

Set a portfolio strategy that moved into higher-margin segments, designed a global master-brand architecture, and led the segmentation research behind a new innovation.

• +20% profit growth
• An innovation that reached the #1 brand position among key consumer segments
• Juice University: a capability program that trained 500+ marketers worldwide