Personal details & Education

Jose was born in the northern Spanish city of Bilbao. He is 57 years old, is married, and has three children. He is passionate about skiing, music, history, and economy.

Graduated in Universidad de Deusto (Bilbao) majoring in Law.

MBA from IE Business School (Madrid)

Marketing Diploma from ESADE Business School (Barcelona)

Experience

Jose’s career has developed entirely in the Coca-Cola system, starting in his hometown as a management trainee with the local bottler while he studied in university. During this time he experienced the grassroots of a bottling organization, particularly in sales and finance.

In 1988 he joined The Coca-Cola Company in Madrid as a District Mgr. progressively moving to new positions in Channel Marketing and Key Account Management.

In 1993 he became the Sales & Trade Marketing Mgr. for the national sales company in Spain successfully centralizing pricing, contracts, and supply chain for national customers.

In 1998 he moved to his first international assignment in London, leading the team in charge of all European based international retailers such as Metro, Carrefour, Tesco, Ahold, Auchan.

In 2004 he joined Coca-Cola Hellenic, at the time the second-largest bottler in the world as Commercial Director covering 28 countries and delivering new homogeneous strategies in revenue management and sales force efficiency while implementing a new commercial SAP system for all CCH countries.

In 2010 he joins again The Coca-Cola Company in Istanbul becoming the Commercial Director for Turkey and Central Asia. His transformation of the package and pricing mix in Turkey was recognized globally as a best practice.

In 2013 he moves to Japan and becomes VP and COO of the national sales company where he turned around the performance of the company after years of stagnation.

Finally, in 2018 he joins CCMG in China becoming the General Manager.