Castagnino

Castagnino is the newly appointed marketing director for Coca-Cola in Argentina and Uruguay, responsible for navigating the unique consumer landscape of both markets. With a focus on connecting with the rational and tradition-valuing Uruguayan consumer as well as the digitally-oriented Generation Z, she emphasizes the importance of innovation and personalized experiences in her marketing strategies. Her recent initiatives include the relaunch of the 'Share a Coke' campaign, aimed at fostering connections among consumers through personalized branding.