Senior Leadership Team
Driving the future with leadership and commitment
Ian M. Craig García
Chief Executive Officer
Labor Experience:
Joined FEMSA in 1994 and Coca-Cola FEMSA in 2003 and was appointed as CEO in 2023. He is also the President of the company’s Sustainability Committee. With over 30 years of experience in the beverage industry, he previously held various senior management positions in the company, including Chief Operating Officer of Coca- Cola FEMSA Brazil and, prior to that, Chief Operating Officer of Coca- Cola FEMSA Argentina. He also held the positions of Chief Financial Officer and Strategic Planning for the South America Division; Chief Financial Officer and Director of Planning and Corporate Affairs in the Mercosur Region; and Corporate Director of Finance and Treasury at Coca-Cola FEMSA. Ian serves on the Board of Directors of Republic Services, Inc., a leader in the environmental services industry.
Academic Background:
He holds a BS degree in Industrial and Systems Engineering from Tecnológico de Monterrey, an MBA from the Booth School of Business at the University of Chicago, and a Master’s degree in International Commercial Law from Tecnológico de Monterrey.
Gerardo Cruz Celaya
Chief Financial Officer
Labor Experience:
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 financing strategies. Throughout his career, Gerardo has been a strong advocate for creating psychologically safe and diverse work environments and processes.
Academic Background:
He holds a Bachelor’s degree in Economics with a minor in Finance and a Master’s degree in Applied Statistics, both from Tecnológico de Monterrey. He is a member of the company’s Sustainability Committee and secretary of the Planning and Finance Committee.
Catherine Reuben Hatounian
Corporate Affairs Officer
Labor Experience:
Catherine Reuben joined Coca-Cola FEMSA in 2014 and was appointed to her current position in 2023. She is also a Vice President of the company’s Sustainability Committee. She has a broad background in leadership positions, covering institutional and regulatory areas as well as environmental, social, and governance issues throughout her career at Coca-Cola FEMSA. Before assuming her current role, she held various 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 BA degree in Economics from Universidad Nacional de Costa Rica, a BA degree in Business Administration and Finance from UNED and has completed studies in Political Communication from Universidad San Judas Tadeo in Costa Rica, as well as a Sustainability Certificate from MIT.
Fabricio Ponce
Chief Operating Officer Mexico
Labor Experience:
Fabricio Ponce joined Coca-Cola FEMSA in 1998 and was appointed to his current position in 2019. With over 29 years of experience in the beverage industry, he previously served in several senior management positions, including President and Chief Operating Officer of Coca-Cola FEMSA Philippines Operation; Chief Operating Officer of Coca-Cola FEMSA Colombia, Central America, Argentina, and Colombia; and Director of Strategic Planning for the Latin America Region. Prior to joining Coca- Cola FEMSA, he worked as a Senior Consultant at Bain & Company and as Managing Director for Heineken in Brazil.
Academic Background:
He holds a degree in Agricultural Engineering, providing expertise in environmental topics, and a Master’s degree in Economics from INCAE Business School in Costa Rica. He is a member of the company’s Sustainability Committee.
Eduardo Pereyra
Chief Operating Officer Brazil
Labor Experience:
Eduardo Pereyra joined joined Coca-Cola FEMSA in 1996 and was appointed to his current position in 2023. With over 30 years of experience in the beverage industry, he previously served in several senior management positions, including Chief Operating Officer of Coca-Cola FEMSA 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 Tecnológico de Monterrey, an MBA from Universidad de Adolfo Ibáñez in Chile, and an Advanced Management Program from the Universidad de Navarra, IESE.
Aitor Ocejo Zubizarreta
Chief Operating Officer Latin America
Labor Experience:
Aitor Ocejo joined Coca-Cola FEMSA in 2000 and was appointed to his current position in 2023. With over 30 years of experience in the beverage industry, he previously served in several senior management positions, including Chief Operating Officer of Coca-Cola FEMSA Guatemala and 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.
Nicolás Bertelloni
Chief Growth Officer
Labor Experience:
Nicolás Bertelloni joined Coca-Cola FEMSA in 2004 and was appointed to his current position in 2023. He has extensive expertise in the areas of Marketing and Market Intelligence, particularly in leading teams during times of transformation and crisis. Previously, he held various roles within the organization, including Director of Marketing for the Brazil and Mexico Divisions; and Chief Operating Officer of Coca-Cola FEMSA Argentina and Uruguay.
Academic Background:
He holds a BA degree in Business Administration and a BA degree in Economics, both from Universidad de Buenos Aires. Additionally, he completed postgraduate studies in International Economics from Institut für Weltwirtschaft in Germany and an MBA from Fundação Getúlio Vargas in Brazil.
Gabriel Coindreau Montemayor
Chief Strategic Planning Officer
Labor Experience:
Gabriel Coindreau joined Coca-Cola FEMSA in 2000 and was appointed to his current position in 2023. With extensive strategic planning experience, he previously served in several strategy-centered positions, including Corporate Director of Strategic Projects and Initiatives; Corporate Director of Planning and Organizational Development; Chief Operating Officer for Coca-Cola FEMSA Colombia and Central America; as well as various positions in the Corporate Strategic Planning and Human Resources Departments.
Academic Background:
He holds a BS degree in Electronics Engineering from Tecnológico de Monterrey.
Manuel Felipe Rodríguez
Chief Technical and Supply Chain Officer
Labor Experience:
Manuel Felipe Rodríguez joined Coca-Cola FEMSA in 1999 and was appointed to his current position in 2025. With over 20 years of experience at the company, he has previously served in several roles, including Supply Chain Director for Brazil and Mexico, Supply Chain Planning Director, Director of the Manufacturing Center of Excellence, and Director of the Toluca plant. As Chief Technical and Supply Chain Officer, Manuel Felipe leads the company’s environmental stewardship strategy across operations.
Academic Background:
He holds a BS in Chemical Engineering and a Master’s degree in Business Administration, both from Tecnológico de Monterrey. He also serves as a Vice President of the company’s Sustainability Committee.
Thiago Oliveira
Chief Digital and Technology Officer
Labor Experience:
Thiago Oliveira joined Coca-Cola FEMSA and was appointed to his current position in 2025. He is a technology leader worldwide with a career spanning more than 25 years driving digital transformation in sectors such as banking, fintech, retail, and mass consumption. As Chief Information Officer, he leads the technological and innovation strategy, aligning technology with business goals to generate efficiency, sustainability and large- scale impact. Recognized for his strategic focus and integral vision, he has directed high performance teams in Latin America implementing modern architecture, agile practices, and data-based decisions, with a particular emphasis on reliability engineering, critical environment operation, and the design of highly resilient platforms that are able to withstand critical mission operations in multiple countries. He is also a professor of strategy, leadership, and people management for senior technology executives at Strides, an executive education edtech in Brazil.
Academic Background:
He holds a BS degree in Computer Science from Fundação Instituto Tecnológico de Osasco, an MBA from Instituto Educacional BM&FBOVESPA, in addition to a specialization in Governance of Information Technologies from Universidade de Campinas (UNICAMP) and Executive Management Development from IESE Business School.
Antonio Díaz-Caneja Guillen
Chief Human Resources Officer
Labor Experience:
Joined Coca-Cola FEMSA in 2003 and was appointed to his current position in 2023. With more than 20 years of experience dedicated to Human Resources at the company, he has overseen areas including employee well-being, talent development, human rights, and diversity, equity, and inclusion. Antonio 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, Director of Human Resources in Colombia, and Director of Human Resources for the Latin America division.
Academic Background:
He holds a BA in Business Administration and Management from Universidad Iberoamericana and has completed the Chief Human Resources Officer Program at the University of Pennsylvania’s Wharton Executive Education. He is a member of the company’s Sustainability Committee.
Camila Lopes Amaral Westin Pereira
Chief Legal Officer
Labor Experience:
Camila Amaral joined Coca-Cola FEMSA in 2007 and was appointed to her current position in 2024. In her role as Chief Legal Officer, she leads the legal and compliance strategy across the 10 countries where the company operates, with a focus on corporate governance, risk management, strategic transactions, and business integrity. Camila has held several leadership roles, including Legal and Corporate Affairs Director and Senior Legal Manager in Brazil. She also served as Legal Director of the Brazilian Association of Soft Drink and Non-Alcoholic Beverage Industries (ABIR), where, over a 12-year period, she played a key role in strengthening the industry’s legal and regulatory framework. Earlier in her career, she worked at top-tier law firms such as Lefosse Advogados (in association with Linklaters) and Lobo & de Rizzo Advogados, developing expertise in corporate law, governance, litigation, and complex transactions.
Academic Background:
Camila holds a law degree from Universidade Presbiteriana Mackenzie, a postgraduate specialization in civil procedural law from Pontifícia Universidade Católica de São Paulo, and has completed executive programs in leadership, strategy, and negotiation at Harvard Business School, The Wharton School, and Chicago Booth School of Business. She currently serves on the company’s Sustainability Committee.