Lorena Silva

Experience

• 

  The Coca-Cola Company

  Jan 2013 - now

  Lead franchise operations with full responsibility for short and long-term destinations, growth ambitions, improving competitive positions, and internal & external stakeholder management. I am responsible for P&L and delivering the commercial agenda. As a leader, I guide the country team in leveraging the multi-functional resources within the network. Achieve business growth by developing, integrating, and implementing commercial strategies such as route-to-market, availability, channel, and customer development. I find innovative ways to identify and capitalize on opportunities, translating them into concrete actions across 39 countries. Additionally, I manage and streamline processes and systems to increase sales effectiveness Lead the organization in its endeavors to maximize success within the traditional trade (portfolio coexistence, picture of success & customer engagement) space by identifying opportunities, implementing effective strategies, and delivering strong financial results. Design immediate consumption commercial platforms to drive business revenue across 10 countries (Central America, Caribbean and Andina region) Lead integrated commercial strategies and plans, designed with a customer-back and consumer-centric approach by developing shopper, commercial, and customer-relevant marketing programs to drive incidence. Optimize execution across channels

  • Director Stills Joint Venture and Business Development for hydration categories

    Jan 2024 - now

  • Country Manager- Venezuela

    Feb 2021 - Dec 2023

  • Channel Manager Latinoamerica

    Jul 2020 - Jan 2021

  • Channel Manager Ecuador, Honduras, El Salvador

    Feb 2019 - Jul 2020

  • Regional Single Serve Strategy Manager

    Feb 2018 - Jan 2019

  • Trade Marketing Manager Venezuela

    Aug 2015 - Jan 2018

  • Commercial Finance Analyst Venezuela & Caribbean

    Jan 2013 - Jul 2015