Manolo Arroyo
Executive Vice President, Chief Marketing and Customer Commercial Officer
The Coca-Cola Company
Manuel “Manolo” Arroyo is Executive Vice President and Chief Marketing and Customer Commercial Officer of The Coca-Cola Company.
In this role, Arroyo is responsible for four Global Category teams; Integrated Marketing Experience (IMX), including creative, media, digital marketing, design, marketing assets (music, sports, entertainment and influencers); Human Insights & Portfolio Management; Marketing Innovation; Marketing & Customer & Commercial Data, Tech and Capabilities. He also leads the Global Commercial & Customer teams, including Revenue Growth Management, Integrated Execution and strategic oversight of the largest customers of The Coca-Cola Company.
Arroyo initially joined The Coca-Cola Company in 1995 and was named to his current position in 2026. From 2020 to 2026, he served as Global Chief Marketing Officer, where he helped accelerate the company’s global marketing transformation and brand growth agenda. From 2019 to 2020, he was President of the Company’s Asia Pacific group, responsible for operations in the group’s five business units, along with the company’s Bottling Investments Group, primarily focused on key markets in Southeast and Southwest Asia. Arroyo served as President of the Company’s Mexico Business Unit from 2017 to 2019.
Between 2014 and 2017, Arroyo held senior leadership roles outside the company, serving as President of Asia Pacific at S.C. Johnson and later as CEO of Deoleo, the global leader in branded olive oil and owner of the Bertolli brand. He rejoined The Coca-Cola Company in 2017.
In his earlier tenure with The Coca-Cola Company, he served as President of the ASEAN business unit from 2010 to 2014 and President of The Coca-Cola Company’s Southeast and West Asia (SEWA) business unit from 2006 to 2009. Earlier leadership assignments included General Manager for Spain and bottling sales company from 2004 to 2006, as well as Marketing Director and General Manager for Sparkling brands for the Company’s Iberia Business Unit from 2000 to 2004. From 1995 to 2000, he held a variety of marketing roles in Spain and in global strategic marketing in Atlanta.
Before joining The Coca-Cola Company, Arroyo began his career at S.C. Johnson and later served on the Corporate Office staff of the Chairman and CEO at Banco Santander in Madrid.
Arroyo is member of the Board of Directors of Coca‑Cola Europacific Partners and has served on the boards of Coca‑Cola Andina in Chile, ThainamThip Ltd. in Thailand and Coca‑Cola COFCO in China.
Arroyo earned double major degrees in business administration and law, both from ICADE in Madrid.
In this role, Arroyo is responsible for four Global Category teams; Integrated Marketing Experience (IMX), including creative, media, digital marketing, design, marketing assets (music, sports, entertainment and influencers); Human Insights & Portfolio Management; Marketing Innovation; Marketing & Customer & Commercial Data, Tech and Capabilities. He also leads the Global Commercial & Customer teams, including Revenue Growth Management, Integrated Execution and strategic oversight of the largest customers of The Coca-Cola Company.
Arroyo initially joined The Coca-Cola Company in 1995 and was named to his current position in 2026. From 2020 to 2026, he served as Global Chief Marketing Officer, where he helped accelerate the company’s global marketing transformation and brand growth agenda. From 2019 to 2020, he was President of the Company’s Asia Pacific group, responsible for operations in the group’s five business units, along with the company’s Bottling Investments Group, primarily focused on key markets in Southeast and Southwest Asia. Arroyo served as President of the Company’s Mexico Business Unit from 2017 to 2019.
Between 2014 and 2017, Arroyo held senior leadership roles outside the company, serving as President of Asia Pacific at S.C. Johnson and later as CEO of Deoleo, the global leader in branded olive oil and owner of the Bertolli brand. He rejoined The Coca-Cola Company in 2017.
In his earlier tenure with The Coca-Cola Company, he served as President of the ASEAN business unit from 2010 to 2014 and President of The Coca-Cola Company’s Southeast and West Asia (SEWA) business unit from 2006 to 2009. Earlier leadership assignments included General Manager for Spain and bottling sales company from 2004 to 2006, as well as Marketing Director and General Manager for Sparkling brands for the Company’s Iberia Business Unit from 2000 to 2004. From 1995 to 2000, he held a variety of marketing roles in Spain and in global strategic marketing in Atlanta.
Before joining The Coca-Cola Company, Arroyo began his career at S.C. Johnson and later served on the Corporate Office staff of the Chairman and CEO at Banco Santander in Madrid.
Arroyo is member of the Board of Directors of Coca‑Cola Europacific Partners and has served on the boards of Coca‑Cola Andina in Chile, ThainamThip Ltd. in Thailand and Coca‑Cola COFCO in China.
Arroyo earned double major degrees in business administration and law, both from ICADE in Madrid.