Carlos Martín Carrión: a renewed leadership at Coca-Cola Iberia towards the future.

The Coca-Cola offices in Madrid are a portal to the universe of a beverage giant that has been present in Spain for over 70 years. In this corporate environment, the General Director of Coca-Cola Iberia, Carlos Martín Carrión, feels at home. Since his arrival in May 2023, Carrión has brought a renewed perspective, emphasizing that leadership is not measured solely by business performance, but also by the personal development of each team member. In his view, a good leader must be authentic, approachable, and clear in their communication. Martín Carrión, originally from Madrid and holding a degree in Business Administration and Management, has had a career that spans multiple countries and sectors. From his beginnings at Procter & Gamble, through extensive experience at Danone, to his ascent to the general management of Coca-Cola in South America, his trajectory has been marked by adaptation and continuous learning. Despite facing challenges such as the pandemic while taking on a new role in Brazil, he has managed to translate those experiences into his current management style. The new general director shares that his leadership philosophy is largely informed by his personal experiences. A passionate athletics enthusiast, Carrión uses running as a space for reflection and idea generation. “Sports teach me the resilience and consistency that I apply in my management,” he explains. This connection between sports and leadership is a common thread in his understanding of workplace dynamics, where collaboration and mutual learning are fundamental. One of the pillars of his management is the training and development of staff. At Coca-Cola, each employee has access to a fund of 4,500 euros for their training, demonstrating a commitment to the professional and personal growth of his team. “The success of the company lies in the quality of its team and the ability of each individual to contribute their best,” argues Carrión, referring to the importance of creating an environment of trust and support. In his approach to leadership, Carrión believes that financial results are not the only measure of success. “The figure of a leader is a holistic concept,” he asserts. In his opinion, a leader must also contribute to the growth of the organization in terms of sustainability, inclusion, and values. This vision allows Coca-Cola not only to be a relevant player in the market but also to serve as a role model in social responsibility. Coca-Cola has had a significant impact on the Spanish economy, contributing 6.257 billion euros and generating 100,000 jobs in its value chain, demonstrating its relevance in the daily lives of Spaniards. Carrión highlights the social nature of beverage consumption in Spain, a country where gatherings in bars and restaurants are an integral part of the culture. This context presents opportunities to innovate and expand the brand's presence during specific consumption moments. The company has demonstrated its commitment to the community, especially during crises such as the DANA in Valencia, where it donated one million euros to the Red Cross and 62,000 bottles of mineral water. “We must always be close to the people,” emphasizes Carrión, reaffirming that social responsibility is a fundamental part of Coca-Cola's business strategy. Looking to the future, Carrión believes that innovation and development are key to maintaining the brand's relevance in an increasingly competitive market. The diversity of products offered by Coca-Cola, which includes 15 references, allows the company to adapt to changing consumer preferences and explore new market niches. In a business world that demands immediate results, Carrión's philosophy moves away from the pursuit of perfection. “Progress not perfection,” he reiterates, emphasizing that what matters is to advance and continuously improve. This approach, which encourages employees to learn from their mistakes, creates an environment where innovation and creativity can flourish, ensuring that Coca-Cola remains at the forefront of the industry in the years to come.