Coca-Cola Middle East has appointed Manuel Burgos as Vice President and General Manager for the region, effective 3 November. Burgos assumes responsibility for the company’s operations and strategic direction across Middle Eastern markets, with a focus on franchise management and sustainable growth.
Bringing over 16 years of experience within the Coca-Cola system, Burgos has held roles across franchise operations, commercial strategy, and regional leadership. He began his career with Fomento Económico Mexicano, S.A.B. de C.V. (FEMSA), one of Coca-Cola’s largest bottling partners, where he led commercial initiatives in Latin America.
Prior to this appointment, Burgos served as Vice President for Colombia and Venezuela at The Coca-Cola Company. In that role, he guided the business through a phase of expansion and structural transformation, aligning with shifting consumer trends and enhancing operational capabilities.
In his new role, Burgos will oversee Coca-Cola’s regional strategic priorities and manage key franchise partnerships, with an emphasis on execution, long-term value creation, and community engagement.
“The Middle East is a rapidly evolving region with immense potential,” said Burgos. “I look forward to building on the solid foundation that the team has achieved. We will continue to drive innovation, be increasingly consumer-centric and work closely with our partners, bottlers and team to strengthen our market presence and drive growth.”
Burgos also highlighted the company’s ongoing community initiatives, including Toumouhi, a women’s empowerment programme in Saudi Arabia aligned with Vision 2030, and PACT (Partnership for A Circular Tomorrow), which supports waste management and recycling efforts in collaboration with local partners, including the Saudi women-led Naqaa Solutions.