Luca Santandrea Appointed General Director of Coca-Cola Services for Poland and Baltics

Luca Santandrea has been appointed as the new General Director of Coca-Cola Services in Poland and the Baltic states. He has spent almost 18 years with The Coca-Cola Company, gaining extensive experience in marketing, sales and corporate management while working with production partners in various markets. His career at the company began in Mexico, where he took part in the FEMSA development programme. He later served as franchise manager in Sicily and Albania, responsible for integrating Albania into the Italian organisational structure.

Later, as regional franchise manager, he oversaw business development across several Southeast European markets, including Serbia, Montenegro, Kosovo and North Macedonia. Most recently, he worked as a regional manager, focusing on improving business performance and increasing market share, in close cooperation with Coca-Cola HBC. His management approach is based on flexibility, adaptability and continuous development.

In his new role, Santandrea will be responsible for driving Coca-Cola business growth in Poland and the Baltics and strengthening the company's brand positions. He notes that Poland and the Baltic countries are dynamic markets where companies must respond quickly to changing consumer needs. He also highlights the importance of linking global practices with local market requirements, developing brands boldly and consistently, and increasing the value of the Coca-Cola brand throughout the region. He says he is confident that the potential can be unlocked through close work with teams and partners.