Vice President, Media, Sports & Entertainment Marketing > Coca-Cola North America
Beatriz R. Perez is vice president, media, sports & entertainment marketing, for the North America division of The Coca-Cola Company.
Perez, who is also responsible for the leadership of the planning and investment work associated with the company’s annual media plans, provides strategic direction and oversees Coca-Cola’s national sports and entertainment partnerships. Coca-Cola’s partnerships include NASCAR, NHRA, NCAA, NHL, PGA, USOC, NBA, LeBron James, Lance Armstrong, American Idols, Creative Artists Agency and Premiere Entertainment, plus additional alliances in areas ranging from film, music, TV, product placement and other sports properties.
From 1999 to 2002, Perez served as director of Coca-Cola’s award-winning motor sports marketing platform. In that position, she developed the annual business plan, established business priorities and negotiated all contractual commitments with NASCAR, the Coca-Cola Racing Family drivers, race teams and race tracks. She was also responsible for the U.S. Motorsports team sponsorships, support agencies, and managed a multi-million dollar budget. Prior to that, she served on the teams that created the Coca-Cola Racing Family platform and developed and executed the Selena movie premiere program in over 37 cities, including advertising development and the national media plan.
Before joining Coca-Cola, Perez worked for DMB&B/Sosa, Bromley, Aguilar, Noble and Associates, where she was an account supervisor focusing primarily on Coca-Cola initiatives. She developed the consumer and media buying strategy for Coca-Cola’s 1996 Hispanic marketing platform, negotiating media programs with Telemundo and Univision (including added value extensions to be used in local programming) and created a grassroots community relations tool kit for Coca-Cola bottlers.
Sports Business Journal named Perez to its prestigious “Forty Under 40” list three consecutive years (2001-2003), twice named her one of the “Top 25 Women in Business” and inducted her into the publication’s “Hall of Fame” in 2003. In 1997, the National Hispanic Employees Association named Perez the “Most Promising Manager of the Year.” From 1991-94, she worked for the United States Hispanic Chamber of Commerce in Washington and was named their “Employee of the Year” in 1993.
Perez, who earned her bachelor’s degree in marketing from Maryland, serves on the boards of several charitable organizations, including the Girls Outdoor Adventure for Leadership (GOAL), Camp Coca-Cola and The Victory Junction Gang Camps founded by Kyle and Pattie Petty.