Ana Afán

Global Retail Media Director The Coca-Cola Company

Ana is a global Retail Media and Digital Commerce leader with over a decade of experience driving FMCG growth through data‑driven, omnichannel activation. She is currently Global Retail Media Director at The Coca‑Cola Company, where she leads the global Retail and Commerce Media strategy, scaling capabilities, driving standardisation, and improving effectiveness across key retailer ecosystems to deliver measurable business impact.

Previously at Coca‑Cola Europacific Partners (CCEP), Ana served as Group Head of Digital Activation, where she played a pivotal role in building the Group’s Retail Media and omnichannel digital strategy and defining a clear Digital Activation “look of success” across Western Europe and ASP. Her work elevated Retail Media from tactical execution to a strategic growth lever, spanning digital shelf excellence, full‑funnel measurement, campaign effectiveness, and connected consumer experiences. Prior to that, as Head of eCommerce GB, Ana consistently delivered sales and share growth by establishing a clear picture of success, strengthening retailer partnerships, and embedding retail media as a core commercial capability.

Before joining the Coca‑Cola system, Ana held senior eCommerce and performance marketing roles at PepsiCo, Lavazza, and The Hut Group, leading omnichannel and cross-functional strategies across grocery and AFH, D2C, marketplaces, pureplay, and B2B environments. She began her career at the European Union in Brussels, building strong foundations in stakeholder management and strategic influence.

Ana is passionate about advancing Retail Media as a scalable, outcome‑led ecosystem that creates value for brands, retailers, and consumers alike.