Bachir has dedicated the past 13+ years to building global and local marketing communication programs for some of the most valuable brands in The Coca-Cola Company portfolio. Driven by consumer insights and grounded in consumer passions knowledge, he has led and contributed to the most innovative, growth-driving campaigns The Coca-Cola Company has experienced in the past decade. From the 2010 FIFA World Cup campaign that showed the highest volume lift the company has seen, to the London 2012 Olympics that rallied more than a 100 markets around a single core creative idea, Bachir learned to master cross-functional, cross-geography, consumer insight led and business driven marketing campaigns.
Since 2012, Bachir has immersed myself in understanding emerging technology platforms in the areas of sports, entertainment, and content, that are redefining consumer behavior. All with the intention of better serving Coca-Cola’s business needs and contributing to keeping its brands at the forefront of innovation by connecting with a more digital savvy, value-driven customer. He has been leading Coca-Cola’s marketing venturing effort to get closer to the most innovative platforms and products that will enable brands to better connect with their target groups to drive brand love and value. These ventures are strategically thought-through to answer the brand’s long-term needs while creating value for the startup partners through market expansion or opportunities to pilot and learn. This has resulted so far in partnering and investing in some of the most innovative platforms such as Spotify, or Misfit Wearables, with investments that saw an average of 4X increase in value, but more importantly, these startups have contributed to more than 200 projects across 75+ markets.