President, Global Coca‑Cola Category
Selman Careaga is president of the global Coca‑Cola category. A 20-year veteran of the Coca‑Cola system, Careaga has served in various marketing, operations and leadership roles.
Careaga began his career at Coca‑Cola Mexico within operations and marketing. Selman held various roles across the Latin America Group, including brand management for Coca‑Cola trademark and director of stills.
In 2009, Careaga relocated to Atlanta to lead global marketing for Sprite and Fanta trademarks. He returned in Mexico in 2013 as vice president of marketing where he led strategic marketing for the group’s total beverage portfolio. Careaga was later appointed to general manager of sparkling and hydration, with P&L responsibility across the sparkling portfolio and Ciel.
In 2018, Careaga became vice president of marketing for Coca‑Cola Brazil where he led strategic marketing, innovation pipeline and consumer platforms across both the sparkling and stills portfolios. In this role, he was instrumental in developing an agile team culture contributing to the business unit’s solid results over the last couple of years.
Careaga holds an engineering degree from Tecnologico de Monterrey and an MBA from Kellogg School of Management, Northwestern University.