Bachir has joined The Coca-Cola Company in 2002 and leads its global Marketing Ventures initiatives.
In this role, Bachir builds innovative venture partnerships with Startups that answer specific long term business needs in the area of Sport, Entertainment and Content overall. These strategic partnerships include Misfit Wearables, and Spotify. In addition, Bachir runs the CokeForward platform that consists of test & learn partnerships with startups that can deliver against specific marketing campaign objectives. Prior to this role, Bachir spent over a decade in brand management and marketing communication roles, building brand love and value through integrated marketing programs leveraging the biggest sporting events (FIFA, IOC, UEFA, etc) and activated in 100+ markets.