José Octavio Reyes has been President of the Latin America Group of The Coca-Cola Company based in Mexico City, covering: Mexico, Central America, South America and the Caribbean since 2002. He has been with the company since 1980, his first role being Manager of Strategic Planning at Coca-Cola de México. In 1987, he was appointed Manager of the Sprite and Diet Coke brands at its corporate headquarters in Atlanta. He moved to Brazil in 1990 as Marketing Director for the Brazil Division and subsequently was named Marketing and Operations Vice President for the Mexico Division.