Senior Leadership Team

Laboral experience:

Ian Craig joined FEMSA in 1994 and Coca-Cola FEMSA in 2003, and was appointed to his current position in 2023. He previously held various senior management positions in the company, including Chief Operating Officer of Brazil, and prior to that, Chief Operating Officer of Argentina. He also held the positions of Director of Finance and Strategic Planning for the South America Division, Director of Finance, Director of Planning and Corporate Affairs in the Mercosur Region, and Corporate Director of Finance and Treasury at Coca-Cola FEMSA.

Academic background:

He holds a BS degree in Industrial Engineering from the Instituto Tecnológico y de Estudios Superiores de Monterrey, an MBA from the Booth School of Business at the University of Chicago, and a Master’s degree in International Business Law from the Instituto Tecnológico y de Estudios Superiores de Monterrey.

Laboral experience:

Gerardo Cruz joined Coca-Cola FEMSA in 2003 and was appointed to his current position in 2023. Previously, he held various senior management positions in the company’s finance area, including Corporate Director of Finance and Treasury, Director of Planning and Finance for Latin America, and Director of Finance for Coca-Cola FEMSA Colombia. In addition to his responsibilities as CFO, Gerardo supervises our supplier, risk management, and sustainable bonds strategies.

Other charges:

Is President of Coca-Cola FEMSA’s Inclusion and Diversity Board, he has played a pivotal role in enhancing the company’s commitment to creating a more inclusive and welcoming workplace for all.

Academic background:

He holds a BA degree in Economics and a Master’s degree in Applied Statistics both from the Instituto Tecnológico y de Estudios Superiores de Monterrey.

Laboral Experience:

Catherine Reuben joined Coca-Cola FEMSA in 2014 and was appointed to her current position in 2023. Before assuming her current role, she held different positions including Director of Corporate Affairs for Coca-Cola FEMSA Mexico, Corporate Director of Regulatory Affairs and Institutional Relations, and Manager of Corporate Affairs for Coca-Cola FEMSA Central America, with responsibilities in Guatemala, Nicaragua, Costa Rica, and Panama. Previously Catherine was Executive Director of the Costa Rican-American Chamber of Commerce and worked in the Foreign Investment Promotion Agency of Costa Rica (CINDE) supporting companies interested in nearshoring opportunities.

Academic Background:

She holds a double major in Economics and Business Administration & Finance, and has completed studies in Political Communication, as well as a Sustainability Certificate from MIT.

Laboral experience:

Fabricio Ponce joined Coca-Cola FEMSA in 1998 and was appointed to his current position in 2019. He previously served in several senior management positions, including President and CEO of the Philippines Operation, Director of Operations in Colombia, Managing Director for Heineken in Brazil, Managing Director of Central America, Argentina, and Colombia, and Director of Strategic Planning for Latin America Region. Prior to joining Coca-Cola FEMSA, he worked as a Senior Consultant in Bain & Company.

Academic Background:

An Agricultural Engineer, providing expertise in water issues, he holds a Master’s degree in Economics from INCAE Business School in Costa Rica.

Laboral experience:

Eduardo Pereyra joined Coca-Cola FEMSA in 1996 and was appointed to his current position in 2023. He previously served in several senior management positions, including Director of Operations in Colombia, Commercial Director in Venezuela, Brazil, and Colombia, and Regional Manager in Mexico and Colombia.

Academic Background:

He holds a BS degree in Industrial Engineering from the Instituto Tecnológico y de Estudios Superiores de Monterrey, an MBA from the Universidad de Adolfo Ibáñez in Chile, and an AMP from the Universidad de Navarra, IESE.

Laboral experience:

Aitor Ocejo joined Coca-Cola FEMSA in 2000 and was appointed to his current position in 2023. He previously served in several senior management positions, including Director of Operations in Guatemala, Director of Operations in Venezuela, Commercial and Business Development in Venezuela, and several strategic operational and marketing positions in Mexico, as well as other roles including Corporate Inorganic Acquisitions and Corporate Commercial Development. Prior to joining Coca-Cola FEMSA, he served in several senior management positions at The Coca-Cola Company.

Academic Background:

He holds a BS degree in Industrial Engineering from Universidad Iberoamericana.

Laboral experience:

Nicolás Bertelloni joined Coca-Cola FEMSA in 2004 and was appointed to his current position in 2023. He previously served in several strategic positions, including Corporate Director of Strategic Projects and Initiatives, Corporate Director of Planning and Organizational Development, Managing Director for Coca-Cola FEMSA Colombia and Central America, as well as different positions in the Corporate Strategic Planning and Human Resources Departments.

Academic Background:

He holds a BS degree in Electronics Engineering from the Instituto Tecnológico y de Estudios Superiores de Monterrey.

Laboral experience:

Gabriel Coindreau joined Coca-Cola FEMSA in 2000 and was appointed to his current position in 2023. He held various roles within the organization, including Director of Marketing for the Brazil and Mexico Divisions, and Director of Operations for Argentina and Uruguay. He holds a BA degree in Business Administration and a BA degree in Economics both from Universidad de Buenos Aires.

Academic Background:

He completed Advanced Graduate Studies in International Economics from Institut für Weltwirtschaft in Germany and an MBA from Fundação Getúlio Vargas in Brazil.

Laboral experience:

Rafael Ramos joined Coca-Cola FEMSA in 1999 and was appointed to his current position in 2018. He previously served in several senior management positions, including Manufacturing Director for Southeast Mexico, Supply Chain Director for Mexico and Central America, and Supply Chain Director of FEMSA Comercio.

Other charges:

As part of his responsibilities as Chief Supply Chain and Engineering Officer, Rafael leads our environmental stewardship strategy across our operations.

Academic Background:

He holds a BS degree in Biochemical Engineering from and a Master’s degree in Business Administration of Agricultural Enterprises both from the Instituto Tecnológico y de Estudios Superiores de Monterrey.

Laboral experience:

Ignacio Echevarría joined Coca-Cola FEMSA in 2018 and was appointed to his current position in 2021. He began his professional career as a technology consultant for consumer companies at Arthur Andersen. He joined the beverage industry 18 years ago where he has collaborated on digital transformation projects in 13 African countries (Equatorial Bottler Company), 15 European countries (Coca-Cola European Partners), and 10 countries in Latin America (Coca-Cola FEMSA). He has served as a board member for several startups and in the financial sector Banco Compartamos and the Gentera Foundation.

Academic Background:

Ignacio holds a BS degree in Industrial Engineering from The School of Industrial Engineering of Barcelona and an MBA from IE Business School in Madrid.

Laboral experience:

Antonio Díaz-Caneja joined Coca-Cola FEMSA in 2003 and was appointed to his current position in 2023. With 20 years of experience dedicated to Human Resources at the company, has served as Corporate Compensation Manager, Corporate Labor Development Manager, Director of Organizational Effectiveness for Coca-Cola FEMSA Philippines, Corporate Director of Labor and Social Development, and Director of Human Resources in Colombia.

Academic Background:

He holds a BA degree in Business Administration and Management from the Universidad Iberoamericana.

Laboral experience:

Camila Amaral joined Coca-Cola FEMSA in 2007 and was appointed to her current position in 2024. Before assuming this role, she held several leadership positions within the Company, including Legal & Corporate Affairs Director and Senior Legal Manager at Coca-Cola FEMSA Brazil.

She also served as Legal Director for the Brazilian Association of Soft Drink and Non-Alcoholic Beverage Industries (ABIR), where she played a key role for 12 years in shaping the industry’s legal and regulatory framework. She also worked at top-tier law firms, such as Lefosse Advogados (in association with Linklaters) and Lobo & de Rizzo Advogados, gaining extensive expertise in corporate law, governance, litigation and complex transactions.

Academic background:

She holds a bachelor’s degree in law from Universidade Presbiteriana Mackenzie and a postgraduate specialization in Civil Procedural Law from Pontifícia Universidade Católica de São Paulo. Additionally, she has completed executive education programs in leadership, strategy, and negotiation at prestigious institutions, including Harvard Business School, The Wharton School, and Chicago Booth School of Business.