COCA-COLA APPOINTS PHUONG NHAM AS REGIONAL MARKETING DIRECTOR FOR ASEAN AND SOUTH PACIFIC

The Coca-Cola Company has named Phuong Nham as regional marketing director for ASEAN and the South Pacific. A seasoned FMCG marketer with experience at Unilever and P&G, Nham joins as Coca-Cola accelerates locally rooted campaigns and lifestyle collaborations across the region.  

The Coca-Cola Company has appointed Phuong Nham as its regional marketing director for ASEAN and the South Pacific, reinforcing the beverage giant’s focus on deepening brand relevance across some of the world’s most diverse and fast-evolving consumer markets. The move was confirmed by Phuong in a brief LinkedIn post, marking the latest addition to Coca-Cola’s senior marketing leadership at a time when the company is sharpening its regional playbooks to balance global brand consistency with strong local resonance.

Phuong steps into the role with a wealth of fast-moving consumer goods experience, having built his career across some of the most influential global brand houses. His professional journey includes senior stints at Unilever and Procter & Gamble, organisations widely regarded as training grounds for marketing leaders adept at marrying data-driven decision-making with creative brand storytelling. That background is expected to serve him well at Coca-Cola, where the challenge increasingly lies in keeping an iconic, over-a-century-old brand culturally fresh for younger audiences while continuing to appeal to long-standing loyal consumers.

Neither Phuong nor The Coca-Cola Company were available for comment at the time of writing, but the appointment itself signals continuity with the company’s broader strategy in the ASEAN and South Pacific region. These markets are characterised by rapid urbanisation, strong youth populations, digitally native consumers and a rich tapestry of food, culture and social rituals—all of which align naturally with Coca-Cola’s long-standing positioning around togetherness, celebration and shared moments.

In recent months, Coca-Cola has been especially active in Singapore, offering a glimpse into the kind of hyperlocal marketing initiatives that are likely to gain further momentum under Phuong’s regional leadership. During the festive season, the company rolled out its “Foodmarks” campaign, a consumer-first initiative designed to celebrate the island’s vibrant food culture while reinforcing Coca-Cola’s place at the dining table. The campaign offered complimentary ice-cold Coca-Cola at over 20 partner eateries across Singapore, spanning a wide range of culinary styles and price points.

From beloved hawker favourites to established restaurant names, the initiative encouraged food lovers to engage with the brand in a simple, frictionless way. By scanning a QR code at participating outlets, consumers could redeem a free drink, blending digital convenience with an offline, real-world experience. The execution reflected a broader shift in FMCG marketing, where brands are increasingly focused on creating value-added moments rather than traditional, one-way advertising.

Participating eateries included iconic names such as No Signboard Seafood, The Original Katong Laksa and Heng Cuisine, alongside many others that represent Singapore’s multicultural food heritage. By anchoring the campaign in real food destinations rather than generic retail settings, Coca-Cola positioned itself as a natural companion to local flavours and communal dining occasions. The approach also underscored the company’s ability to tap into national pride and everyday rituals, an increasingly important lever in markets where consumers are selective about the brands they invite into their lives.

The “Foodmarks” initiative exemplifies how Coca-Cola has been evolving its marketing playbook across Asia-Pacific—leaning into partnerships, experiential engagement and digital touchpoints to remain culturally relevant. For a regional marketing director overseeing ASEAN and the South Pacific, such initiatives offer a template that can be adapted across borders while retaining local nuance. Markets in Southeast Asia, in particular, share a strong food culture, making culinary-led brand experiences a powerful unifying theme.

Beyond food-centric campaigns, Coca-Cola has also continued to invest in collaborations that extend the brand beyond beverages and into lifestyle and self-expression. In November last year, the company joined forces with Converse to release a limited-edition sneaker and apparel collection. The collaboration brought together two globally recognised brands with deep cultural roots, particularly among youth and street culture communities.

The Coca-Cola x Converse collection celebrated creativity, individuality and joyful connection, offering fans a way to express themselves while paying tribute to the legacies of both brands. By moving into fashion and footwear, Coca-Cola demonstrated its ambition to remain part of cultural conversations beyond traditional consumption moments. Such collaborations are increasingly important in engaging younger consumers who value brands that reflect their identities and values, not just functional benefits.

For Phuong Nham, overseeing marketing across ASEAN and the South Pacific means navigating a region that is anything but monolithic. Consumer behaviours in markets such as Singapore, Indonesia, Vietnam, Thailand, Australia and the Pacific Islands differ significantly in terms of purchasing power, media consumption, cultural norms and regulatory environments. The role requires a nuanced understanding of how to deploy global brand assets while empowering local teams to tailor messaging and activations.

Phuong’s prior experience at Unilever and Procter & Gamble suggests a strong grounding in precisely this kind of balancing act. Both organisations are known for their rigorous approach to consumer insights, portfolio management and purpose-led branding. At Coca-Cola, these skills will be critical as the company continues to innovate across its beverage portfolio, which now spans sparkling drinks, juices, teas, coffees, waters and functional beverages.

The appointment also comes at a time when marketing leadership roles are becoming increasingly complex. Regional marketing directors are no longer focused solely on brand campaigns; they are expected to drive growth through integrated strategies that encompass digital transformation, e-commerce, partnerships, sustainability narratives and experiential marketing. In markets across ASEAN and the South Pacific, where mobile-first behaviour is the norm and social commerce is on the rise, marketing strategies must be agile, data-informed and deeply connected to local culture.

Coca-Cola’s recent initiatives suggest a clear intent to stay ahead of these shifts. Campaigns like “Foodmarks” leverage QR codes and partnerships to blend physical and digital experiences, while collaborations like the one with Converse tap into lifestyle and community-building. Together, they reflect a brand that understands the importance of relevance over reach, and connection over mere visibility.

As Phuong settles into his new role, industry observers will be watching how Coca-Cola continues to evolve its regional marketing strategies under his leadership. With ASEAN and the South Pacific representing both high-growth opportunities and intense competition, the ability to craft campaigns that resonate authentically at a local level while reinforcing Coca-Cola’s global brand equity will be key.

While details of Phuong’s immediate priorities remain undisclosed, his appointment alone underscores Coca-Cola’s commitment to investing in strong marketing leadership for the region. In a landscape where consumer loyalty is increasingly earned through meaningful experiences rather than mass messaging, the role of regional marketing director has never been more pivotal. For Coca-Cola, the choice of a seasoned FMCG marketer signals an intent to keep the brand not just visible, but deeply woven into the everyday moments, meals and self-expression of consumers across ASEAN and the South Pacific.