Coca-Cola appoints Manuel Burgos as VP and General Manager - Middle East

Burgos brings with him over 16 years of experience across franchise management, commercial strategy, and operational leadership within the Coca-Cola system.

In his new role, Burgos will lead Coca-Cola’s strategic priorities and partnerships across the region, with a strong focus on sustainable growth, market execution, and long-term value creation. 

Burgos began his journey in the Coca-Cola ecosystem with FEMSA, one of the company’s largest bottling partners, where he helped shape commercial strategies across Latin America. 

Most recently, he served as Vice President for Colombia and Venezuela, guiding the business through a period of expansion and transformation while strengthening system capabilities. 

“Under Burgos’ leadership, Coca-Cola Middle East will continue advancing its purpose-driven programs that create community impact, including Toumouhi, a women’s empowerment initiative supporting Saudi Arabia’s Vision 2030 by equipping women and youth with leadership and entrepreneurial skills, and PACT (Partnership for A Circular Tomorrow), a sustainability initiative that drives innovation in waste management and recycling through collaborations like the one with women-led Naqaa Solutions in Saudi Arabia,” the official statement read.  

Speaking on his appointment, Burgos said, “The Middle East is a rapidly evolving region with immense potential. I look forward to building on the strong foundation that’s already in place. Our focus will be on driving innovation, staying close to our consumers, and working hand-in-hand with our partners and teams to accelerate growth.” 

He added,“This is an incredible opportunity to connect with the community, deliver meaningful sustainability initiatives, and make a real difference where we operate.”