Enrique Negrete

Direct to Consumer Head , Coca-Cola Mexico

Enrique is the Direct to Consumer Head in The Coca-Cola Company in Mexico, responsible for creating the Coca-Cola en tu Hogar business model, that represents the bet of the Coca-Cola System in Mexico for creating a direct communication and transaction channel with the consumer. An 11-year veteran in The Coca-Cola Company, who had lead Commercial strategy teams working along with Coca-Cola Bottling partners such as Coca-Cola Femsa and Arca Continental, and whose past 4 years have been focused in developing eCommerce platforms across the System.

Breakout Sessions VI
Commerce Best Practices
Anyone, Anytime, and Anywhere: Transforming a Traditional Commerce and Distribution Model to One Driven by Customer-Centric Innovation.
Coca-Cola En Tu Hogar (Coca-Cola in Your Home) is a well-regarded part of everyday life in Mexico that delivers bulk water to more than 1 million families, the way the milk man used to do it decades ago, with no pre-order but just a visit from your Coca-Cola truck once a week. Learn how Coca-Cola Mexico used Magento to innovate their business with a true ‘Anyone, Anytime, Anywhere’ commerce experience that engages the newer, younger demographic of Mexican customers.