Luis Felipe Avellar Appointed President of Coca-Cola

The Coca-Cola Company has announced that Luis Felipe Avellar will take over as president of its Africa operating unit effective 1 September 2025.

Avellar, who currently serves as president of the company’s Mexico operations under the Latin America unit, will succeed Luisa Ortega. Ortega will be moving into her new position as president of Coca-Cola’s Europe operating unit.

Avellar will report directly to Coca-Cola Executive Vice President and Chief Operating Officer Henrique Braun.

“Luis has had an outstanding career that has included extensive leadership roles in our Latin America operations,” Braun said. “Luis also has experience working for our company in Africa, and I’m excited to see him return to Johannesburg to build on the system’s ongoing work to serve the growing African market.”

A Career Spanning Continents

The 49-year-old Brazilian began his journey with Coca-Cola in 2002 as a finance specialist in Brazil. Over the years, he rose through various senior positions, becoming general manager of the Brazil South Region in 2016.

In 2019, Avellar took on the role of vice president and general manager for Southern Africa, based in Johannesburg, before returning to Latin America in 2021 as president of Brazil and South Cone operations. He was appointed president of Coca-Cola’s Mexico operations in 2023.

Before joining Coca-Cola, Avellar worked in finance at SC Johnson in Brazil starting in 1998.

Academic and Executive Credentials

Avellar holds a Bachelor of Science degree in economics and an executive MBA in finance from the Pontifical Catholic University of Rio de Janeiro. He has also completed the Advanced Management Program at IESE Business School in Spain.

His return to Africa is seen as a strategic move to strengthen Coca-Cola’s presence and growth across the continent.