Coca-Cola Global Emerging Tech Strategy
Multi-year strategic advisory role driving emerging technology innovation across Coca-Cola's global brand portfolio, resulting in Fast Company's Top 10 AR/VR recognition.
When The Coca-Cola Company needed to navigate the rapidly evolving landscape of emerging technologies—from metaverse and spatial computing to generative AI—they required more than tactical execution. Over multiple years, I served as strategic technology advisor to global marketing teams across their entire brand portfolio, from smaller regional brands to marquee launches like Marvel x Coca-Cola. My role spanned technology provocation, pilot program leadership, brand charter participation, and executive education, ultimately positioning Coca-Cola as an innovation leader in a competitive landscape.
Client
The Coca-Cola Company
Services
Emerging Tech Strategy, Innovation Advisory, Executive Education, Technology Validation, Global Brand Consulting
Industries
Consumer Beverages, Global Marketing, Brand Innovation
Date
2021-2025
My advisory role encompassed multiple strategic initiatives designed to embed emerging technology considerations into Coca-Cola's global marketing operations. I led technology provocation sessions sharing cutting-edge developments in AR, VR, AI, and spatial computing with marketing teams worldwide, while simultaneously piloting breakthrough programs like 8th Wall's Lightship initiative. As the technology voice in brand charter meetings, I provided critical guidance on integration opportunities, implementation strategies, and potential challenges across diverse market conditions. This included delivering a comprehensive generative AI enablement keynote at their North America Marketing Summit and facilitating transformation workshops across global brand teams.
The strategic impact was measurable and significant: Coca-Cola was named by Fast Company as one of the top 10 most innovative companies in AR/VR for 2023—an achievement the company highlighted in their earnings announcements as a key competitive differentiator. My multi-year advisory relationship demonstrated how sustained strategic technology guidance can elevate a global brand's innovation profile while building internal capabilities for future technological adoption. This work exemplifies the intersection of strategic consulting, technology validation, and organizational transformation—proving that thoughtful advisory relationships can drive both immediate innovation outcomes and long-term competitive positioning.