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Coca-Cola names new regional marketing VP

(Source: Bigstock)

Coca-Cola has appointed Matthias Blume as its new VP of marketing of Asean and South Pacific operations.

Matthias Blume.

Blume will oversee the company’s marketing and brand initiatives across Australia, New Zealand, Southeast Asia and the Pacific Islands. He has 24 years of international marketing experience and has held key positions in local, regional and global markets.

Being a strong supporter of integrating sustainability, he was at the forefront during the company’s introduction of the “Recycle Me” call-out across all its packs and supported the switch from its iconic Sprite brand to clear, transparent bottles in Southeast Asia. 

Claudia Lorenzo, president of Coca-Cola Asean & South Pacific, says Blume possesses a tremendous passion for marketing and people.

“He brings a combination of consumer centricity, marketing curiosity and business acumen – strengths that we need and values deeply in our marketing organisation,” she added.

For the past 18 months, he was the frontier director for the company’s Asean & South Pacific operating unit. He will be based in the company’s Singapore office.

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