Consumer Goods · Leadership

Andrés Mauricio Torres takes the helm of Coca-Cola FEMSA Colombia: a brand strategist returns home

2026-09-07 · 6 min read

By Álvaro AbrilCEO de Geniales.co · Director de KingNews.online

Machine translation from Spanish.

Andrés Mauricio Torres Rico, nuevo presidente de Coca-Cola FEMSA Colombia.

After four years leading marketing at the world's largest Coca-Cola bottler—Coca-Cola FEMSA Mexico—the Colombian executive returns to the country to lead the local operation. From Geniales.co and KingNews.online, Álvaro Abril sends his congratulations to the new president.

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The Return the Colombian Business Needed

Coca-Cola FEMSA, the largest bottler in the Coca-Cola system globally, confirmed a leadership change at its Colombian subsidiary: Andrés Mauricio Torres Rico takes over the presidency of the business in the country, with direct responsibility for the strategy, management, and full operations of one of the most significant consumer goods operations in the region.

The appointment carries a clear message for anyone familiar with the industry: it is not an external hire, but a round trip. Torres left Colombia in 2022 for Mexico, where he served as Chief Marketing Officer of Coca-Cola FEMSA Mexico between 2022 and 2026, and now returns—four years later—to lead the main house.

“As a Colombian, it fills me with pride to take on this challenge,” stated the new president, who noted that his priorities will include maintaining close ties with employees, clients, consumers, and communities, as well as supporting the recovery of areas affected by the recent earthquake.

A 15-year journey through Colombia, Mexico, and the Philippines

Torres has spent a decade and a half at Coca-Cola FEMSA, holding leadership positions across three geographies: Colombia, Mexico, and the Philippines, in addition to regional responsibilities for South America. He fits what the industry calls a "multilocal" profile: someone who has operated in markets with very different dynamics within the same corporate culture.

His connection to the Colombian operation is not distant. Between 2018 and 2022, he served as Senior Vice President of Marketing at Coca-Cola FEMSA Colombia, where he managed market strategy, brand growth, revenue management, and the evolution of sales channels. He knows the country, the trade, and the team.

The Mexican chapter, however, is what defines his recent track record. Leading marketing for the largest subsidiary in the KOF system, he oversaw the portfolio and pricing, revenue management, e-commerce, digital marketing, and the route-to-market model. The company credits his tenure with no small feat: reversing a more than decade-long trend of market share loss.

Etapa	Cargo	Foco principal
2018–2022 · Colombia	VP senior de Marketing de Coca-Cola FEMSA Colombia	Estrategia de mercado, marcas, ingresos y canales
2022–2026 · México	Chief Marketing Officer de Coca-Cola FEMSA México	Portafolio, precios, e-commerce, marketing digital y go-to-market
Región	Responsabilidades para Sudamérica	Visión regional del negocio de bebidas
2026 · Colombia	Presidente de Coca-Cola FEMSA Colombia	Estrategia, gestión y operación del país

The challenge: strengthening the business and innovating in a demanding market

The mandate Torres receives combines two fronts that often pull in opposite directions: strengthening the business—profitability, efficiency, market share—and driving innovation in an operation that must respond to regulatory changes, taxes on sugary beverages, pressure from the traditional channel, and a Colombian consumer who is increasingly price- and health-conscious.

His track record suggests that the primary lever will be commercial: the same revenue management, portfolio, and point-of-sale execution engine with which he helped turn around the market share curve in Mexico, now applied to the scale and idiosyncrasies of the Colombian market.

In a volume-driven business like beverages, the difference between growing and stagnating lies in daily execution: cold availability at the point of sale, on-shelf presence, the right assortment per channel, and pricing that protects both margins and the consumer's pocket. That terrain is precisely where Torres has spent the last eight years.

Congratulations from Geniales.co

From Geniales.co and this publishing house, Álvaro Abril sends his most sincere congratulations to Andrés Mauricio Torres on this new challenge. That a Colombian executive with a proven track record within the world's largest bottler is taking on the local presidency is excellent news for the country's consumer goods industry.

We view with optimism his commitment to closeness—with workers, with clients, with communities—at a time when the recovery of the areas affected by the earthquake demands that major corporations be present beyond mere business. We wish you every success in this stage, and you can count on the close attention of this editorial team.

At Geniales.co, we build the digital platforms with which consumer, industrial, and entertainment companies turn data and content into growth: React 19, TypeScript, TanStack, PostgreSQL, and the integration of AI models applied to real operations. Exactly the arena where mass consumption is fighting its upcoming battles.