Former Coca-Cola executive to lead marketing at Inspire Brands‘ coffee chain
Dunkin’ named Rafael Acevedo chief marketing officer for Dunkin’ US. The appointment is effective immediately for the 46 year-old executive from Coca-Cola North America, as he joins the Canton, Mass.-based coffee chain’s leadership team. Dunkin’ is wholly-owned by the Inspire Brands restaurant company.
Reporting to Scott Murphy, head of the Inspire Beverage-Snack Category and president of Dunkin’, Acevedo will lead the marketing group, and is mainly responsible for product innovation, field marketing, advertising and Dunkin’s brand initiatives.
As Dunkin’ US CMO, he will also continue building the brand’s positioning in the beverage category and finding creative ways to engage the on-the-go consumer. In addition, Acevedo will liaise with Operations to build sales.
Acevedo’s experience at Coca-Cola spans twenty years, cultivating a deep expertise in strategy, advertising and marketing. He held several senior management positions leading global marketing, innovation and brand transformation for top-tier beverage labels.
Most recently, Acevedo served as vice president, Marketing and general manager for The Coca-Cola Company’s tea portfolio. He’s credited with a big brand turnaround in the relaunch of Diet Coke in 2018.
Before his career at Coca-Cola, Acevedo held the role of strategic planning manager at Diageo. At KPMG Consulting, he served as a corporate finance consultant focused on consumer products.
“Rafael is a highly-experienced, talented, strong business leader with a proven track record of building and modernizing the world’s most iconic and beloved beverage brands,” said Murphy. “With his extensive brand transformation experience, consumer-centric approach to marketing, and ability to build and inspire teams, we’re confident that he will propel Dunkin’ to the next level.”
Acevedo earned an MBA from Emory University and a B.A. from Universidad Metropolitana in Caracas, Venezuela.
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