Coca-Cola has selected Henrique Braun, its current Chief Operating Officer, to become the company’s next CEO. The transition is set for March 31, 2025. This is part of a succession plan for outgoing CEO James Quincey.

In an official announcement, Coca-Cola revealed that its board of directors elected Braun to succeed Quincey. Quincey will step down after nearly nine years as chief executive to assume the position of executive chairman.

Quincey’s leadership since 2017 expanded Coca-Cola’s brand portfolio. He also drove digital transformation across its operating model and marketing operations.

The marketing evolution under Quincey’s watch included significant agency partnerships and technological investments. For instance, in 2020, Coca-Cola conducted a sweeping global agency review. WPP’s specialized OpenX unit secured the account in the culmination of that review. More recently, a closed review process this year led to the company naming Publicis its North America media agency partner.

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Digital marketing became a central pillar of Quincey’s strategy. This year saw the return of Coca-Cola’s beloved “Share a Coke” campaign. It was reimagined with new digital marketing elements. These elements reflected the company’s commitment to meeting consumers where they are. The integration of artificial intelligence into marketing capabilities represented another major focus. However, some AI-generated holiday campaigns sparked consumer debate about technology’s role in brand storytelling.

Reflecting on his tenure, Quincey expressed gratitude for his time leading the iconic brand. “I’m stepping down as CEO after a 30-year career with the company,” he stated. “I have an appreciation of what a privilege it has been to serve this great and enduring business.”

“Henrique is a trusted and highly experienced business partner,” Quincey added. “Therefore, he is the right leader to steer the company and the Coca-Cola system for future growth and success.”

The succession represents a continuation of Coca-Cola’s leadership development approach. Braun’s path to CEO mirrors that of Quincey, who also served as COO before his promotion to chief executive. Quincey spent roughly two years as COO beginning in 2015. This followed his progression through multiple leadership roles since he joined Coca-Cola in 1996.

In recognizing Quincey’s contributions, David Weinberg, Coca-Cola’s lead independent director, characterized him as a “transformative leader.” He acknowledged the significant changes implemented under Quincey’s stewardship.

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