Coca-Cola Iberia has announced the appointment of Pedro Massa as the new general director and vice president of operations of the company for the company in Spain and Portugal. So far he held the position of general director of Coca-Cola in the Southern Latin America region, specifically at the head of the operations of Chile, Bolivia, Paraguay, Uruguay and Argentina.

The assumption of the new position will be effective in the coming weeks. In this way, Massa will replace Carlos Martín Carrión, who assumed the position in May 2023 after the departure of Juan Ignacio de Elizalde. He had exercised as general director of Coca-Cola Iberia since 2017 and left the company after more than 20 years being part of the team,

Carlos Martín Carrión will continue to be part of Coca-Cola, and from now on, he will be in charge of the Directorate of the Commercial Strategy of Coca-Cola in Europe in the position of Vice President, Customer and Commercial Leadership,

In a statement, Pedro Massa has indicated that change represents a strategic step in his professional career, as well as a unique opportunity to contribute his global experience and perspective, acquired throughout his career in different markets. He also stressed that Iberia is a key region within the global Coca-Cola system.

“I start this new stage faithful to my determination to promote sustainable results, and to build something relevant and durable with my team and our quader partner CCEP”; He pointed out.”I do it with an open mind, and with the firm desire to build bridges between learning and talents from different markets”

Pedro Massa is originally from Brazil and has training in economics and business administration. He has developed the bulk of his professional career in Coca-Cola, a company of which he has been part of the last 24 years.
In his most recent stage he has exercised as a general director for the Southern Cone region, but before, between 2021 and 2023, he served as general director for Brazil.

Throughout more than two decades in the company he has held positions of different responsibility in various areas. Thus, he has also worked as a new business director in the Brazilian market, or as executive director of the Coca-Cola Foundation. He also assumed in 2017 the direction of the sustainability area, after exercising as Social Business Senior Manager and commercial and client leader.