Beverage producer Coca-Cola Africa has welcomed Sergio Vieira as the new VP of Franchise Operations South Africa.

He joins the Coca-Cola Africa Operating Unit in Johannesburg.

Vieira succeeds Phillipine Mtikitiki, who has taken on the role of VP of Franchise Operations, overseeing Italy and Albania.

Vieira’s mission is to hone the company's strategic direction, grow and develop the business, strengthen partnerships, and build new relationships across South Africa, eSwatini and Lesotho.

Vieira has a bachelor’s degree in business from Universidade Federal de Pernambuco in Brazil, specialising in finance, marketing and innovation.

He has worked in the Coca-Cola system for over 20 years, joining Brazil’s bottler's commercial function in 2002. In 2016, he took on the role of marketing director at Coca-Cola Hellenic, Nigeria. Key highlights were the awards for the best Growth Project for Europe, the Middle East and Africa and the best Revenue Growth Management project globally.

“Sergio has a critical role in creating a highly dynamic environment that drives high performance and in building the next generation of leaders. His experience and expertise are invaluable as we continue to grow and expand our operations, and we look forward to the contributions he will make to our company,” says Africa Operating Unit president Luisa Ortega.

“I am thrilled with the appointment and with the move to South Africa with my family. The business in South Africa supports a strong brand portfolio, has a talented team and an enviable reputation as a leader in fast-moving consumer goods.

“Coca-Cola in South Africa is well-positioned and has achieved significant strides, such as being certified as a top employer in the food and beverage category by the Top Employer Institute, strategically positioning it for far greater success in the future,” says Vieira.