Liz Arreaga

Liz works with companies to reach the U.S. Hispanic consumer segment in their marketing efforts. She has thirteen years fighting the “Cola Wars” from corporate, field and bottler marketing positions, she has extensive knowledge of the beverage industry, retail environments, channel marketing and distribution systems. Most recently, she spearheaded the ethnic marketing efforts on behalf of Coca-Cola USA’s largest bottling operation – Coca-Cola Enterprises Los Angeles. She was credited with the development and execution of the system’s most impactful ethnic marketing program termed “Legacy Marketing”. The success of this program in Los Angeles convinced Coca-Cola USA to expand the program to other markets, including New York. With an MBA from Pepperdine University, she posses a rare combination of experience, training and instinct.