In a strategic shift aimed at turbocharging its technology agenda, CIO Dive reports that Coca-Cola has named Sedef Salingan Sahin as its inaugural chief digital officer. The appointment, announced on January 14, 2026, comes amid a broader leadership reorganization designed to embed digital capabilities deeper into the company’s operations. Sahin, previously president of the Eurasia and Middle East division, steps into the enterprise-wide role to oversee digital transformation across marketing, commercial functions, and beyond.

The move underscores Coca-Cola’s urgency to accelerate tech adoption in a competitive beverage sector where data analytics, AI-driven personalization, and e-commerce are reshaping consumer engagement. As The Coca-Cola Company’s investor site states in its official release: ‘The Coca-Cola Company today announced a series of leadership changes designed to bring the business closer to consumers and enable faster decision-making.’

Sahin’s elevation reflects her track record in high-growth markets. Overseeing Eurasia and Middle East operations since 2021, she managed a portfolio spanning dozens of countries with diverse consumer bases, driving revenue growth amid economic volatility.

Leadership Reorg Sharpens Regional Focus

The CDO role emerges from a sweeping executive reshuffle that reallocates regional responsibilities. Yahoo Finance notes that responsibilities across Asia, Africa, and the Middle East are being consolidated to streamline operations. This structure positions digital strategy under a unified senior leader, potentially streamlining how the company deploys AI tools for supply chain optimization and personalized marketing campaigns.

Chairman and CEO James Quincey highlighted the rationale in the company’s press release, emphasizing acceleration of digital initiatives as pivotal to sustaining market leadership. Sahin’s new remit includes leading enterprise-wide digital efforts, reporting directly to Quincey, while her former regional duties transition to other executives like Nikos Koumettis, who assumes expanded oversight of Europe, Middle East, and Africa.

Sahin’s Proven Playbook in Emerging Markets

Food Manufacturing details Sahin’s background: a 20-year Coca-Cola veteran, she has held roles from general manager in Turkey to senior positions in global marketing and strategy. Her Eurasia leadership saw initiatives like digital vending machines and app-based loyalty programs gain traction in markets like Turkey and Russia, where smartphone penetration drives consumer behavior.

Industry observers see her experience as tailor-made for the CDO mandate. In regions she led, Coca-Cola piloted AI for demand forecasting, reducing waste by optimizing bottler networks—a model now scalable globally. Posts on X from industry accounts echo this, with executives praising her blend of regional savvy and tech fluency.

Digital Imperatives in Beverages Battleground

MediaPost frames the appointment as a response to rivals like PepsiCo and Monster Beverage ramping up digital investments. Coca-Cola’s e-commerce sales surged post-pandemic, but lag in areas like direct-to-consumer platforms demands bolder moves. Sahin inherits a mandate to integrate generative AI into content creation and predictive analytics for flavor innovation.

The reorganization also expands Chief Marketing Officer Manolo Arroyo’s scope to global customer teams, signaling tighter alignment between digital tech and brand storytelling. As Food Dive reports, ‘Sedef Salingan Sahin will lead digital transformation efforts, including in marketing.’

Investor Eyes on ROI from Tech Bets

Shareholders are watching closely. Coca-Cola’s stock has hovered amid concerns over volume growth in mature markets, per Decision Marketing, which calls the CDO role ‘pivotal.’ The restructure aims to unlock efficiencies, with digital tools projected to boost margins through precision inventory and targeted ads on platforms like TikTok.

Analysts point to precedents: Unilever’s CDO-led initiatives cut marketing costs by 20% via data platforms. For Coca-Cola, success metrics will include faster rollout of connected coolers and metaverse brand experiences, building on pilots in Asia.

Global Scale Meets Local Agility

Marketing-Interactive highlights how the changes position Coca-Cola to navigate regulatory hurdles in data privacy across Europe and Asia. Sahin’s Middle East expertise, where she advanced halal-certified digital supply chains, equips her to scale compliant tech globally.

Internal memos shared on X suggest employee enthusiasm for the shift, with teams anticipating tools like unified CRM systems to replace siloed platforms. This could accelerate hybrid work models, integrating AR for virtual tastings.

Tech Roadmap Ahead

Looking forward, Sahin’s priorities include embedding machine learning in bottling operations, per insights from Business Chief North America. Partnerships with cloud giants like AWS, already in play, will expand under her watch to power real-time consumer insights from 200+ markets.

The beverage giant’s bet on a dedicated CDO arrives as peers like Diageo appoint similar roles, signaling industry-wide digitization. Coca-Cola’s scale—serving 1.9 billion drinks daily—amplifies the stakes, with digital fluency now table stakes for enduring dominance.