LONDON—When Javier Meza arrived in Asia in 2007 for a new role at Coca-Cola, it wasn’t the culture shock that threw him off—it was a map. In his office, the world looked upside down: Asia and Australia at the centre, the Americas pushed to the edges. “I was used to viewing the globe in one particular orientation,” he recalls, “and suddenly Asia and Australia were at the centre, while the Americas were on the right. My first reaction? ‘This is the wrong way round!’”
That small moment of disorientation became a lasting metaphor. Now Coca-Cola’s President of Marketing for Europe, Meza says it taught him to question his own perspective. “I pinned that map on my office wall to remind myself that my job isn’t to be ‘right’—it’s to be effective. When you’re effective, you listen, learn, remain curious, and recognise that ideas can come from anywhere.”
Meza’s career path reflects that lesson. From his early days as a brand manager in Ecuador—his home country—to leadership roles across Asia, Latin America, and now Europe, each move has deepened his belief: marketing isn’t about broadcasting messages. It’s about creating experiences that stick—with people, with cultures, in a world that feels less like a marketplace and more like one endless, scrolling conversation.
“It’s not just part of the job,” he says. “It is the job.”
When the Map Turns You Around
Meza’s travels have shaped more than his résumé. They have sharpened his philosophy on leadership: stay open, stay curious. “You have to be ready to empower others and be curious about their ideas,” he says. “At the end of the day, what we need are ideas that add value—for consumers, for customers, and for the company.”
Cracking Open a New Approach (No Ice Required)
For Meza, one project stands out: Coca-Cola’s ongoing shift from broadcast advertising to active consumer engagement. “We’re moving towards an ‘experience-first’ model,” he explains. “Instead of simply broadcasting brand messages, we involve consumers directly.”
He cites a recent collaboration involving Fanta and a major film release, which illustrated how partnerships, technology, and creativity can converge into an immersive experience. “We created limited-edition packaging that became collectibles,” he says. “Consumers shared them on social media. We also brought people into cinemas for the movie, Beetlejuice Beetlejuice, itself—an offline experience—and used digital data to reach them at every touchpoint, from influencers to online communities.”
Fast Company, at the time of the film’s release, wrote, Why Fanta’s Beetlejuice tastes like the future of movie marketing.
Such cross-channel synergy isn't new ground for a global brand like Coca-Cola, yet Meza sees it as the foundation of a bigger shift. “It’s about designing an ecosystem of experiences that ultimately offer tangible value,” he explains. “And that ecosystem thrives on creativity as much as it does on ROI.”
And the transformation is working. CNBC reported on February 11th 2025 that Coca-Cola sales easily topped estimates. They stated, “The beverage giant reported net sales growth of 6% for the quarter [$11.54 billion], fueled by rising demand for its drinks.”
Looking back, Meza remembers his days as a brand manager in Ecuador—right in the middle of an economic crisis. Not exactly the ideal backdrop for selling soda, but the perfect setting to learn what really matters.
Together with his team, he helped launch a Coca-Cola Foundation initiative focused on education. “We realised families were worried about keeping kids in school—losing education would be catastrophic in the long term,” he says. “The conviction that brands can genuinely help society solve major problems became real to me then. It’s good business and it’s good for communities. Today, our corporate purpose is to ‘Refresh the world and make a difference.’ That was an early example of exactly that.”
Partnerships as an Ecosystem
When Meza talks about agency collaboration, he points to Coca-Cola’s three-year partnership with WPP. A relationship—built on consistency, trust, and the understanding that good work doesn’t happen in isolation. “We realised we needed scale, but also agility,” he says. “We needed a partner that could help us transform marketing from advertising to experiences.”
Key to that success, he says, is a shared vision of the industry’s future. “Everything from data analytics to artificial intelligence is evolving, but none of that replaces the need for human insight and creativity,” Meza explains. “There’s a mutual belief in combining human understanding with cutting-edge technology. Add creative power, and that’s where real disruption happens.”
He also emphasises the importance of mutual feedback. “We do quarterly cross-surveys. We see how they rate us by market and how we rate them. Then we sit together, compare notes, and zero in on two or three pressing issues. It’s not just a vendor arrangement—it’s a genuine partnership with shared goals.”
Meza makes a key pointer in maintaining mutual trust and successful agency relations, “For creativity, we created a model that’s called OpenX, which basically means we still allow within that model the flexibility to bring in external creative resources if required for specific projects. That helps us maintain both structure and adaptability.”
Meza on AI: “The Why Doesn’t Change”
When it comes to generative AI, Meza doesn’t sugarcoat it. “AI is going to continue disrupting our lives and our work,” he says. His advice? “I encourage young people especially to learn more about data, analytics, and AI.” In other words: if you can’t beat the robots, at least understand how they think.
Yet while AI may transform the how, Meza insists the why remains constant. “We’re still here to understand human needs and design solutions that meet them—through branded beverages or experiences,” he explains. “That fundamental human insight doesn’t vanish just because the tools are different.”
He highlights three areas where AI will have the biggest impact:
- Consumer and Customer Engagement: “We’ve used AI in our Christmas campaigns—people scanned a Coke can, had a real-time conversation with Santa, created personalised snow globes. These AI-driven experiences deepen consumer involvement.”
- Operational Efficiency: “Whether we’re generating insights from qualitative and quantitative data or re-shooting our ‘Holidays Are Coming’ ad with new tech, AI can slash production time and costs. It’s more efficient [allowing us to, ultimately] create three ‘Holidays Are Coming’ ads in place of one.”
- Supporting Functions: “All of us already rely on AI for tasks like text predictions, contract reviews, or summarising data. That’s only going to expand.”
On using AI for the "Holidays Are Coming" ad Meza shares, "We had two options: go the traditional way, which could take six months and millions of euros, or embrace new technology. We did it in one month for significantly less investment; the money was then able to be used more strategically. For the consumer, it’s a Christmas ad with values of optimism and togetherness, not an AI ad."
Meza sees the AI hype fading fast. “Two or three years from now, it won’t be news that an ad is AI-driven. Consumers will just expect good experiences.” After all, people don’t ask who wrote the joke—they just want to laugh.
The CMO: Refreshing the Role, No Sugar Added
In a climate where brands are expected to take clear stands on social and environmental issues—Meza sees the role of marketing leadership evolving in two critical ways: “First, we must ensure our organisation can deeply understand consumer motivations—the why,” he says. “That part hasn’t changed, no matter the technology. Second, we need to keep building partnerships and ecosystems to harness that technology effectively.”
He warns against chasing every new tech headline. “Remember a couple of years ago, the metaverse seemed about to take everything by storm,” he points out. “In reality, it’s progressed more modestly. We have to remain flexible and open-minded. Our ultimate right to be in people’s lives depends on authenticity, including our sustainability footprint.”
Rooted in Ecuador, Growing Globally
A motto Meza often shares is “Never forget your roots”, which he attributes to his upbringing in Ecuador. “We’re likely to live longer now, meaning we might reinvent ourselves multiple times,” he says. “In my case, that’s involved learning new languages, adjusting to new cultures, adopting new habits. But you need an anchor if you don’t want to get lost.”
For him, that anchor is the set of values and principles from his home country—a place shaped by frequent economic ups and downs. “You can’t take anything for granted,” he reflects. “I believe in talent and luck, but also in effort. When a scenario changes, I adapt. I don’t spend energy complaining.”
Home: With a Side of Ceviche
Living in Lisbon, there are moments I find myself longing for the familiar comforts of home—a proper roast dinner, the cosy glow of a country pub with an open fire, and, of course, the company of family and friends. Meza knows the feeling well.
Asked about what dish or drink he misses most, Meza shares, “We’re a small country of some 16 million people, yet we have the Galápagos, the coast, the highlands at 3,000 metres, and the Amazon basin. You can imagine the variety of cuisine.” He smiles and pauses, “If I had to pick one, I’d say ceviche. Some might say it’s Peruvian, but we have our own style. It’s something I cook at home—I love it.”
Family, Freediving, and the Future
Oftentimes life is too busy to consider those we have to thank for inspiring us, moving us, forming the character we become. For Meza it’s his parents. “They’re still with me. They live in Ecuador. They compliment each other so well. My dad has always been, for me, the peaceful, calm person, thinking twice before acting. He’s complimented by my mum who would go and do things - super sharp, super smart.”
Meza explains, “My mum sent me to a German school when I was a kid,” he recalls. “I learned German when I was eight years old. I learned German before English. And it's amazing that when you learn at such an early age, how it comes back to you. I was in Switzerland recently. German comes back to my mind and I start speaking, answering. I understand everything and can speak German after so many years.”
He ponders, “They shaped me in complementary ways. And the question I’d ask is ‘How can I help make this next phase of your life happier?’ because I owe them so much.”
The last gift Meza bought himself? An experience—specifically, a scuba-diving trip in the Bahamas. “I’ve had my diving licence since 2000,” he says, “but I want to go more often. It’s about controlling your breathing, discovering a part of the world we rarely see, and feeling wonder at something bigger than ourselves. You can’t rush; you have to be present.”
There’s science behind this. Deep, controlled breathing activates the parasympathetic nervous system, reducing stress and enhancing focus—skills as vital in boardrooms as beneath the waves.
Three things Maza would take to a Desert Island Plus A Podcast Recommendation
“First, a Coke Zero, second, a great novel – probably, 'Chronicle of a Death Foretold' by Gabriel Garcia Marques. Finally, my scuba-diving equipment. Why? I love these three things!” He explains, “I really enjoy listening to the podcast “The Best One Yet”. It gives you three key business news stories, and it’s delivered with great insights, analysis, and lots of humour.”
Class in Session
From Ecuador to Poland, Asia to Dublin, Meza has collected more than just stamps in his passport—he’s gathered a playbook of lessons he believes could shape the next generation. “It could be something around leadership, marketing, digital transformation,” he says, reflecting on what he might teach if he weren’t leading Coca-Cola’s marketing strategy. “They’re three things I’m passionate about, and they’re all connected.”
He frequently speaks at campuses worldwide and notes that real-life stories from his career tend to resonate deeply. He says, “You see students connect with real examples. It underlines the practical value of what we do.”
Flipping the Map, Finding the Meaning
Javier Meza’s journey at Coca-Cola has been defined by adaptability, curiosity, and a knack for questioning the familiar. Whether forging partnerships with WPP, exploring the potential of AI-driven marketing, or perfecting his Ecuadorian ceviche recipe, his guiding principle remains the same: listen, learn, and create value.
As marketing accelerates—powered by data, AI, and growing demands for corporate responsibility—Meza stays centrado, grounded in one truth: “We’re here to make a positive difference in people’s lives. That goal doesn’t change, no matter how advanced the tools become. We just have to keep flipping the map to see the world anew.”
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