Our Experienced
Management Team

Mr. Santa Maria joined Coca-Cola FEMSA in 1995 and was appointed to his current position in 2014. With 39 years of experience in the beverage industry, he previously served in several senior management positions in our organization, including Chief Operating Officer of the South America Division, the Mexico Division, and other C-suite roles such as Strategic Planning, Commercial Development, and Mergers & Acquisitions. He is a member of the Boards of Compartamos Banco, Coca‑Cola FEMSA, and FEMSA Foundation. Mr. Santa Maria earned a Bachelor’s degree and an MBA with a major in Finance from Southern Methodist University.

Mr. Spas joined Coca-Cola FEMSA in 2018 as Strategic Planning Officer and was appointed to his current position in 2019. He has over 26 years of experience in the food and beverage sector in Latin America with a demonstrated track record in companies such as Bacardi, Kraft Foods, SAB Miller, Grupo Mavesa, and Empresas Polar. Mr. Spas earned a Bachelor’s degree in Business Administration from Universidad Metropolitana in Caracas, Venezuela, and an MBA from Emory University Goizueta Business School in Atlanta, Georgia.

Ms. Awad joined Coca-Cola FEMSA in 2018 and was appointed to her current position in the same year. With almost 30 years of experience in the human resources field, she previously served as Senior Vice President of Human Resources for Walmart Mexico and Central America, and Vice President of Human Resources for Walmart Chile. Ms. Awad is a member of the International Women’s Forum in Mexico, and she has received numerous recognitions for her female leadership role and human resources influence in Latin America. Ms. Awad earned a Bachelor’s degree in Psychology from Pontifical Catholic University of Chile and an MBA from the Adolfo Ibáñez School of Management in Miami. She is also a Newfield Network Certified Executive Coach.

Mr. Juanes joined Coca-Cola FEMSA in 2021 and was appointed to his current position in the same year. With over 30 years of experience in digital transformation, innovation, business model design, and management consulting, he previously served as LATAM Region CEO of the Management Consulting Division within NTTData, Chief Digital Innovation Officer, Core Business Operations Portfolio Leader, and member of the executive committee at Deloitte Consulting Mexico, and Chief Digital and Innovation Officer for Grupo Xignux. Mr. Juanes earned a Bachelor’s degree in Organic Chemistry from Universidad Autónoma de Madrid, a degree in Molecular Biology from University of California, Berkeley, and completed a General Management Program at IESE in Madrid.

Ms. Alanis joined Coca-Cola FEMSA in 2021 and was appointed to her current position in the same year. With more than 30 years of experience in the public sector, she previously served as Executive Director of Electoral Training and Civic Education, Executive Secretary of the Federal Electoral Institute, and President of the Federal Electoral Court of Mexico (TEPJF). She also served as Mexico’s representative before the Venice Commission of the Council of Europe, Mexico’s representative before the Follow-up Mechanism of the Belém do Pará Convention, and Consultant for Latin America at the Kofi Annan Foundation. Ms. Alanis earned a Master’s degree in Comparative Government from the London School of Economics and a PhD in Law from the National Autonomous University of Mexico.

Mr. Ramos joined Coca-Cola FEMSA in 1999 and was appointed to his current position in 2018. With over 31 years of experience in the beverage industry, he previously served in several senior management positions, including Manufacturing Director for Southeast Mexico, Manufacturing and Logistics Director, Supply Chain Director for Mexico and Central America, and Supply Chain Director of FEMSA Comercio. Mr. Ramos earned a Bachelor’s degree in Biochemical Engineering and an MBA in Agribusiness from the EGADE Business School of ITESM.

Mr. Echevarría joined Coca-Cola FEMSA in 2018 and was appointed to his current position in 2021. With over 25 years of experience in the IT industry, he previously held IT management positions within the Coca-Cola System, where he led various IT strategy and digital transformation projects developing and implementing solutions in Spain (Cobega), Africa (Equatorial Bottler Company) and Europe (Coca-Cola Europacific Partners). He also served as a member of Telynet Group’s board of directors, a multi-platform and multi-category omnichannel business solutions development company with operations in the Americas, Europe, and Africa. Mr. Echevarría earned a degree in Industrial Engineering with a minor in Industrial Organization and an MBA from Instituto de Empresa in Madrid.

Mr. Ponce joined Coca-Cola FEMSA in 1998 and was appointed to his current position in 2019. With over 23 years of experience in the beverage industry, he previously served in several senior management positions, including Chief Operating Officer of the Philippines, Managing Director of Central America, Argentina, and Colombia, and Director of Planning for Latin America Region. Before joining Coca-Cola FEMSA, he served as Managing Director for Heineken in Brazil and Senior Consultant in Bain & Company. An agricultural engineer, Mr. Ponce earned a Master’s degree in Economics from INCAE Business School in Costa Rica.

Mr. Craig joined Coca-Cola FEMSA in 2003 and was appointed to his current position in 2016. With over 27 years of experience in the beverage industry, he previously served in several senior management positions, including Chief Operating Officer of Argentina, CFO and Strategic Planning Director of South America Division, CFO, Planning and Corporate Affairs Director of Mercosur Region, and Corporate Finance and Treasury Director of Coca-Cola FEMSA. Mr. Craig earned a Bachelor’s degree in Industrial Engineering from ITESM, an MBA from the University of Chicago Booth School of Business, and a Master’s degree in International Commercial Law from ITESM.

Mr. Hernández joined Coca-Cola FEMSA in 2015 and was appointed to his current position in 2018. With over 32 years of experience in the beverage industry, he previously served in several senior management positions, including Strategic Planning Director and New Business Director of Coca-Cola FEMSA. Before joining Coca-Cola FEMSA, he served as CEO of Gloria Alimentos and Beer Business Director of Empresas Polar in Venezuela. Mr. Hernandez earned a Bachelor’s degree in Business Administration from Universidad Metropilitana in Caracas, Venezuela, and an MBA from the Kellogg School of Management at Northwestern University.