Coca-Cola appoints Paula Costa as emerging category President; Helene Gayle retires from board
USA – The Coca-Cola Company has announced the appointment of Paula Costa as the new president of its Emerging Category, effective January 1, 2025.
Costa will oversee the development of Coca-Cola’s global alcohol ready-to-drink (ARTD) portfolio, succeeding Khalil Younes, who is leaving the company to pursue other opportunities.
Younes played a pivotal role in building Coca-Cola’s ARTD global portfolio during his tenure with the company.
Costa brings extensive experience to her new role, joining from Switzerland-based Coca-Cola HBC (Hellenic Bottling Company), where she served as group director for premium spirits. In this position, she led distribution partnerships with major international spirits brands, including Brown-Forman, Edrington Group, and Bacardi.
Additionally, she oversaw regional marketing efforts for Finlandia vodka, a brand acquired by Coca-Cola HBC in 2023.
Before joining Coca-Cola HBC in 2021, Costa held leadership roles at Diageo, where she served as vice president of marketing for Paraguay, Uruguay, Brazil, and duty-free borders. Her career spans Europe and Latin America, reflecting her diverse experience in the beverage industry.
Helene Gayle retires
Concurrently, Coca-Cola revealed the retirement of Helene Gayle from her position as a director of the company.
Gayle, who has served on the board since 2013, was a member of the corporate governance and sustainability committee and the talent and compensation committee, which she previously chaired.
“I thank Helene for her 11 years of service and valued leadership for our company,” said James Quincey, Chairman and CEO of The Coca-Cola Company. “Helene has had a distinguished career and has been a vital member of our board.”
Most recently, Gayle served as President of Spelman College, a leading liberal arts institution in Atlanta. She previously held the position of CEO at The Chicago Community Trust, a philanthropic organization supporting the Chicago region.
These developments come on the heels of Coca-Cola’s recent agreement with Jubilant Bhartia Group to acquire a 40 percent stake in Hindustan Coca‑Cola Holdings Pvt. Ltd.
The acquisition aligns with Coca-Cola’s global asset-light strategy, which focuses on refranchising bottling operations to local partners.
HCCB operates 16 factories across India, producing over 60 beverage products, including Coca-Cola, Sprite, and Minute Maid, and has demonstrated strong financial performance.
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