Kris Robbens has been promoted to UK marketing chief after holding multiple positions in the brand for the last 15 years.
Prior to his promotion, Kris Robbens held a variety or marketing and brand roles, and he was most recently the western Europe brand director. This included working on creating the “one brand” strategy and promoting the zero-sugar variant.
Robbens has replaced Paul Grace, who held the UK marketing director position since December 2018. While Grace will be taking on a new commercial and marketing role.
Robbens career started at Unilever in Belgium, where he was a brand manager for Dove. In 2005 he moved to Coca-Cola, initially as brand manager for the company before taking on a wider European role in 2010. He became brand director of Coca-Cola in western Europe in 2016.
Robbens has spent 15 years with Coca-Cola, he was also responsible for marketing campaigns including ‘Share a Coke’ and all of Coca-Cola’s UEFA European Championship activity in 2016.
Robbens will be expected to spearhead new product launches in UK and be in tune with ever-changing consumer habits. As Coca-Cola has launched multiple products over the last year, including the water brand Aquarius in the UK and introducing its first range of mixers and first Coke-branded energy drink.