Manuel Arroyo has been elected to The Coca-Cola Company’s board of directors, adding to a career that blends regional leadership with global marketing stewardship. As of the latest reporting, the Spanish executive continues to carry out his duties in a role that centers on shaping and guiding Coca‑Cola’s worldwide marketing momentum. In this capacity he acts as the global marketing director, a function he has held since 2020, guiding strategic marketing initiatives across continents and ensuring a cohesive, results-driven approach to brand growth and consumer engagement. [Attribution: Coca‑Cola Company press materials]
In his capacity as head of global marketing, Arroyo oversees the company’s global category teams and drives integrated marketing efforts that unify media, digital marketing, design, and the development of marketing assets. The scope includes mining people insights, tracking marketing performance, and strengthening operations and marketing capabilities. He also leads Coca‑Cola’s marketing transformation office, a centralized initiative aimed at accelerating modernization, streamlining processes, and delivering consistent value to markets around the world. [Attribution: Coca‑Cola Company press materials]
Arroyo comes to this leadership from a strong regional track record, having previously served as president of the Asia-Pacific division. His elevation to global marketing director reflects a career path rooted in hands-on execution and strategic vision, backed by more than two decades with the company since his initial joining in 1995. In his current role, he continues to influence the company’s global marketing cadence, ensuring that strategies resonate across diverse consumer landscapes and maintain Coca‑Cola’s competitive edge in a dynamic beverage market. [Attribution: Coca‑Cola Company press materials]
The director holds positions on the boards of several Coca‑Cola-related ventures and partner companies, underscoring his role in governance and cross-border collaboration. He is a board member at Coca‑Cola EuroPacific Partners and has previously served on the boards of Coca‑Cola Andina in Chile, ThainamThip in Thailand, and Coca‑Cola COFCO in China. These engagements reflect his broader impact on regional growth, corporate governance, and strategic partnerships that extend Coca‑Cola’s footprint across key markets. [Attribution: Coca‑Cola Company press materials]