Javier is worldwide marketing professional with over 30 years experience. He is a lawyer graduated from the University of Navarra in Spain and holds an MBA from IESE. He started his marketing career in P&G in Madrid with jobs of increasing responsibility in Athens and Brussels (P&G European Headquarters).
In 1996 he moved to The Coca-Cola Company in Vienna and later on to Spain as Marketing Director for the Iberian Division. In 2000 he was appointed Marketing Director for North Europe and General Manager for the Baltic region & Sweden. In 2003 he moved to Atlanta as Global Vice-president of Marketing for Coca-Cola. In 2007 he was named Vice-president of Marketing for Latin America and later on – in 2013 – he head the marketing of The Coca-Cola Company in Europe. Javier led the strategic thinking and the team that launched Coca-Cola Zero worldwide. He also crafted the Marketing Factory way of working: a radically different way of producing high quality marketing programs that brought to life many the most iconic campaigns of Coca-Cola in recent years. In 2014 he developed the masterbrand thinking, leading to the implementation of Choose Happiness campaign.
Javier is the author of the book “MARTKETING – the heart and the brain of branding” and founder & CEO of the Topline Marketing Consulting Group based in London.