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

Coca-Cola FEMSA, the largest bottler in the Coca-Cola system globally, confirmed a change of leadership in its Colombian subsidiary: Andrés Mauricio Torres Rico assumes the presidency of the business in the country, with direct responsibility for the strategy, management, and complete operation of one of the region's most relevant consumer goods operations.

The appointment carries a clear reading for anyone familiar with the industry: this 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 home operation.

"As a Colombian, I am filled with pride to take on this challenge," stated the new president, who noted that his priorities will include maintaining proximity with employees, clients, consumers, and communities, and supporting the recovery of the areas hit by the recent earthquake.

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

His link 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 stage, however, is what defines his recent track record. Heading marketing for the KOF system's largest subsidiary, he led portfolio and pricing, revenue management, e-commerce, digital marketing, and the route-to-market model. The company credits his leadership with no small feat: reversing a trend of more than a decade of market share loss.

From Geniales.co and from 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 assuming the local presidency is excellent news for the consumer goods industry in the country.

We view with optimism his commitment to closeness—with workers, with customers, with communities—at a time when recovery in the areas affected by the earthquake demands that major corporations maintain a presence that goes beyond business. We wish him success in this new chapter, and he can count on the close attention of this newsroom.

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