Carlos Martín Carrión redefines leadership at Coca-Cola with a human and social approach.

Carlos Martín Carrión, the General Director of Coca-Cola Iberia, is charting a new course for the company with an approach that transcends mere business considerations. Since his arrival in May 2023, Carrión has emphasized that effective leadership is not measured solely by financial results, but also by the impact it has on people and society. This perspective is grounded in his belief that the role of a leader should be understood holistically, where authenticity and closeness play a crucial role. In his office in Madrid, Carrión shares his philosophy of life and work. Before diving into his workday, he has long adopted the habit of running, an activity he considers fundamental for his mental and physical well-being. "It’s my moment and it allows me to think. Many ideas come to me while practicing athletics," he confesses. This daily routine not only provides him with the health necessary to face his responsibilities but also imparts lessons in resilience and perseverance that he applies in his business management. His professional background is diverse and often international. Carrión began his career at Procter & Gamble and, after more than 20 years at Danone, took on a challenge at Coca-Cola, where he found himself in a complicated context due to the pandemic. Since the beginning of his management, he has faced the difficulty of leading in a virtual environment, but his focus on people and human development has been a beacon during uncertain times. The general director speaks clearly about his leadership style, which he defines with three words: authenticity, closeness, and clarity. This approach translates into the importance he places on human interactions and teamwork. "The markets that performed best were precisely due to the people," he points out, highlighting that the quality of teams is essential for achieving exponential results. This conviction is reflected in the company's training policy, which allocates a fund of 4,500 euros to each employee for their professional development. Martín Carrión states that he does not feel pressure from his position. For him, the most important thing is to do the right thing and learn from mistakes. "My conscience is very clear. If I make a mistake, it’s not a big deal; we need to learn and correct it," he asserts. This approach fosters a work environment where emotional stability and learning are valued, thereby promoting innovation and growth. Economically, Coca-Cola has had a significant impact in Spain, contributing over 6.257 billion euros and generating 100,000 jobs in the value chain. Carrión describes the Spanish market as "very interesting and peculiar," highlighting the social character of the country's culture as reflected in beverage consumption. The brand has great potential to expand its presence through innovation and development, focusing on new consumption occasions. The company is not only concerned about its growth but also about its social responsibility. Following the disasters caused by the DANA in Valencia, Coca-Cola donated one million euros to the Red Cross and provided 62,000 bottles of mineral water. This gesture underscores the company’s commitment to the community, reaffirming the importance of being close to people in critical moments. Martín Carrión's focus on continuous improvement, rather than the pursuit of perfection, lays the foundation for leadership that seeks not only business success but also the well-being of its employees and contributions to society. "There’s no need to seek perfection, but we should strive to improve," concludes the executive, encapsulating his vision of a positive and transformative future for Coca-Cola in the Iberian market. As the company moves forward under his leadership, the integration of values such as sustainability, inclusion, and human development becomes increasingly relevant, positioning Coca-Cola not only as a giant in the beverage industry but also as a model of responsibility and social commitment in a world that demands significant change. The story of Carlos Martín Carrión is, in many ways, a reflection of how modern leadership can and should adapt to contemporary needs, highlighting that business success and social well-being can and must go hand in hand.