Santiago Iturralde
President, Global Category – Sparkling Flavors
Santiago Iturralde is president of the sparkling flavors global category for The Coca‑Cola Company. He was appointed to this role in February 2024.
The Sparkling Flavors category is led by the Sprite and Fanta portfolios.
Prior to joining Coca‑Cola, Iturralde worked at Unilever for 28 years, from 1995 to 2023. He worked in a variety of brand leadership roles, across different consumer product categories and brands, delivering competitive growth in developed and developing markets.
When Iturralde left Unilever, he was executive vice president of the global deodorants category and Axe masterbrand.
Unilever’s global deodorant category includes well-known brands like Degree, Rexona, Axe and Dove. Iturralde led the category expansion into new markets and built stronger brand equities globally. He helped transform marketing from an interruption-based model to one that was content-led, influencer-amplified and data-driven. He also led the Axe brand turnaround, driving a digital transformation to become the #1 male grooming brand for GenZ.
Iturralde is a native of Argentina who holds a bachelor’s degree in marketing and business administration from the Universidad de Palermo in Buenos Aires.
