Recorded at the Coca-Cola LATAM and Coca-Cola FEMSA CX Summit in Mexico City - Adam tracks down Paulo Mendes Jr, LATAM Value to Market Head, Coca-Cola. Paulo explains how he’s rolling out a unified customer experience across the entire region: 660 million people, nearly 5 million outlets, and dozens of bottlers.  Paulo relates how he started at Coke 30 years ago as a field sales rep. He really put the hours in - working outlets on the streets, 50 - 55 outlets a day, starting at 07.30 every morning. He’s held many different positions, working in supply chain logistics, planning, and commercial route to market, with 9 years in a global role for Coca-Cola operations and supply chain planning.  Now he is back in his native Brazil, to create an area of business transformation the Value to Market program for the company.  Paulo is passionate about how Coca-Cola is putting consumers at the center, and how they can continue to evolve in partnering with b2b customers. With the company adding water, juices, coffee, and now Alcoholic drinks (we sampled some Jack Daniels and Coke) the offering is broader. Digital transformation creates opportunities and threats, and it’s refreshing to hear how Coke is tackling it.  A must listen for CPG experience folks.