Beatriz Perez

EVP, Global Chief Communications, Sustainability & Strategic Partnerships Officer
Coca-Cola
US

Since taking charge of Coca Cola's communications function in 2017, Bea Perez has ushered in a more engaging era for the soft drinks giant's public relations efforts, at a time when it is under scrutiny like never before. Having served as chief sustainability officer since 2011, Perez understands the challenges better than most, but remains tested by Coca-Cola's continued ability to make headlines when comments are taken out of context.

Perez’s career with Coca-Cola spans more than two decades, and since May 2017 has included the iconic company’s communications responsibilities. She leads an integrated team across public affairs and communications, sustainability and partnerships, aligning a diverse portfolio of work against critical business objectives to support brands, communities, consumers and partners worldwide.

She continues to oversee the company’s sports and entertainment assets including partnerships with the Olympics, Special Olympics and FIFA, as well as leading strategic and operational efforts for the company’s retail, licensing and attractions assets. Reducing the company’s environmental impact has risen to the forefront under Perez’s watch, with the goal of recycling the equivalent of every bottle or can sold worldwide by 2030.

Before becoming the company’s first chief sustainability officer, where she developed and led progress against global sustainability commitments, with a focus on water stewardship and women’s economic empowerment, Perez was CMO at Coca-Cola North America, where she developed some of its most prominent relationships, including with American Idol and NASCAR.

We are seeing communications play a major role in improving corporate reputation, which contributes to business growth.

What are the communications industry's biggest challenges and opportunities in the year ahead?
AI. We now know that ChatGPT can write a press release that rivals that from a human being, but the depth and breadth of the technology is unknown, and with misinformation driving news cycles, AI will be a critical part of fact-checking and ensuring credibly. From a consumer engagement perspective, the communications industry is adapting to better connect with Gen Z. From switching from copy to video, swapping TVCs for experiential events and more, communicators are partnering more closely with marketing to reach this new generation in meaningful ways.

What have you most admired about the communications industry over the past year?
Communications professionals are getting better at listening first and truly being data-driven in decision making. This is helped by tools that support real-time data analytics. That combined with critical thinking skills and staying true to a brand’s purpose is the recipe for success in this environment.

What work from your team are you most proud of over the past year?
I am very excited for our work related to the Olympic Games this year. As the Olympics Games’ longest-standing worldwide partner, The Coca-Cola Company has a unique opportunity to tell our company and brand stories during the Olympic Games. Through this work we aim to live out our purpose to refresh the world and make a difference. We will do this by sharing stories of everyday greatness through the lens of our portfolio, programs, athletes and partners, including the recent Powerade ad featuring Simone Biles.

How have you switched off from work and maintained wellness over the past year?
Family time is always a priority. Making memories is critical to my family. I also enjoy yoga and reading.

Which book/movie/TV show/podcast/playlist/other cultural source has helped you get through the past year or provided inspiration?
I loved ‘Think Again’ by Adam Grant. I had a chance to spend some time with Adam at the World Economic Forum earlier this year, and I am a big fan of his work.

If I wasn't working in marketing/communications, I would be...
Spending all my time doing philanthropic work in my community.