Francisco Crespo

I create headroom for brands to grow. Growth is not an objective; it is a discipline where a trained ecosystem acts consistently improving brand (#brandmarketing) edge everyday. I understand the operational elements required to build an advantaged offer that serves consumers better than any other choice, thus, earning the right to collect a part of the incremental value created. When this discipline is practiced, the outcome is consistent business growth (#businessgrowth). I am a trusted advisor that forms deep relationships with Board Members, C-Suite executives, strategic alliances, and consumers. • Championed a global growth agenda that accelerated revenue growth from 3% a year in 2016 to 6% a year in 2019, raising the Coca-Cola Company from sixth in its peer group to second. • Provided global guidance for launch and expansion of Coke Energy and Coca-Cola Coffee, high-potential products that generated nearly $1B in consumer spending in 2019 while supporting the Coca-Cola Trademark (132 year old brand) to triple its growth into high single digits. • Participated in evaluation and acquisition of Costa Coffee, a British coffee shop chain. Member of the board overseeing Costa Coffee’s assimilation and expansion. • Coordinated strategy with acquired brands, including Innocent Drinks, Honest Tea, Fairlife and BODYARMOR to ensure portfolio cohesiveness as well as appropriate geographical prioritization. • Led Operating Units for 15 years and won recognition 5 times for "Best Business Unit in the World", honored with the Woodruff Cup distinction. Specialties: Corporate Growth Strategy | Brand Development | Marketing | Operations | Negotiations | Consumer and Commercial Focus | Minimizes Risk | Problem Solver | Cultural Influence | Global Communities | Board Advisement