The Coca-Cola Company has announced that Henrique Braun, currently serving as Chief Operating Officer, will take over as CEO effective March 31, 2025, succeeding James Quincey in a planned leadership transition.
The company’s board of directors elected Braun to lead the beverage giant as Quincey transitions to the role of executive chairman after approximately nine years at the helm. Quincey, who became CEO in 2017, has overseen significant transformations in Coca-Cola’s brand portfolio, operating model, and marketing strategy during his tenure.
Under Quincey’s leadership, Coca-Cola underwent a comprehensive marketing transformation that reshaped how the company connects with consumers. This included a major global agency review in 2020 that resulted in WPP’s dedicated OpenX unit winning the business. Earlier this year, the company conducted another closed review, ultimately appointing Publicis as its new North America media agency partner.
Quincey’s era was also marked by substantial investments in digital marketing capabilities. The company revived its iconic “Share a Coke” campaign this year with enhanced digital components, demonstrating its commitment to evolving with consumer behavior. The push into artificial intelligence marketing capabilities became another hallmark of his tenure, though not without controversy. Some recent AI-driven holiday campaigns drew criticism from consumers, highlighting the challenges of balancing innovation with brand authenticity.
“I’m stepping down as CEO after a 30-year career with the company, and I have an appreciation of what a privilege it has been to serve this great and enduring business,” Quincey said in a statement. “Henrique is a trusted and highly experienced business partner, and he’s the right leader to steer the company and the Coca-Cola system for future growth and success.”
Braun’s appointment follows a familiar succession pattern at Coca-Cola. Like Quincey before him, Braun served as the company’s COO before being elevated to the chief executive role. Quincey held the COO position for approximately two years starting in 2015, after building his career at Coca-Cola since joining in 1996 and holding various leadership positions.
David Weinberg, Coca-Cola’s lead independent director, described Quincey as a “transformative leader” in a company statement, acknowledging his impact on the organization’s strategic direction and operational evolution.
As Braun prepares to take the reins, Coca-Cola has outlined his priorities for the company’s next chapter. His focus will center on identifying and pursuing strategic growth opportunities across global markets, evolving the company’s operations to align more closely with changing consumer needs and preferences, and leveraging technology as a fundamental enabler of business performance and growth.
The leadership transition comes at a pivotal moment for Coca-Cola as the beverage industry continues to navigate shifting consumer preferences, sustainability pressures, and the ongoing integration of digital technologies into every aspect of business operations. Braun’s experience as COO positions him to build on the foundation Quincey established while charting a course for Coca-Cola’s future in an increasingly complex marketplace.
