Laura Fuentes Morales

Laura Fuentes Morales currently serves as the B2B and B2C eCommerce & Digital Marketing Head at Coca-Cola FEMSA, where Laura has held various roles since November 2019, including Digital Marketing Lead and Marketing Trainee. Key responsibilities include leading a team of seven for trade marketing strategies, optimizing portfolio strategies, and managing digital marketing initiatives. Notable achievements include restructuring her team to enhance efficiency, driving double-digit growth for Coca Cola Sin Azúcar, and successfully launching major innovations. Prior experience includes roles as a Market Research Consultant at Quala S.A. and a Consumer Planning Intern at Diageo, both of which contributed to her expertise in consumer insights and market strategy development. Laura holds a Bachelor of Business Administration in Marketing from Universidad del Rosario and is pursuing an MBA at Universidad de Los Andes, set to complete in March 2026.