Coca-Cola veteran Teejae Sonza concludes a 26-year tenure

After over 26 years with The Coca-Cola Company, Teejae Sonza (pictured) has announced her departure, marking the end of an enduring marketing career in the region.

Sonza most recently served as senior marketing director, where she led the Coca-Cola Trademark business across ASEAN and the South Pacific – representing a significant portion of the operating unit – and, more recently, drove strategic innovation initiatives across the business. She concludes a tenure spanning multiple functions and leadership roles, including a stint as country CMO for Indochina and the Philippines.

During her tenure, she delivered sustained growth and built award-winning, culturally resonant campaigns across multiple markets, contributing to both business performance and the region’s creative reputation.

Don't miss: How Coca-Cola turned the FIFA trophy tour into a Malaysian fan experience

In a LinkedIn post, she reflected that her journey with Coca-Cola began unexpectedly in her early years. What started as a single decision to leave Davao for Manila evolved into a multi-market career across Southeast Asia, where she worked across different business cycles and cultural contexts.

“I walked into The Coca-Cola Company as a (literal) teenager, starting in operations, learning the business one sari-sari store (traditional store) at a time,” Sonza wrote. Over time, she moved into marketing leadership, shaping campaigns and platforms that bridged creativity, culture, and growth.

In her reflection, Sonza also underscored a philosophy that has increasingly defined modern brand-building: marketing as a form of service rather than persuasion. Over the years, she positioned Coca-Cola not just as a product, but as a participant in everyday moments – creating connection, meaning, and shared experiences.

That approach was evident in her leadership, where she drove strategies to maintain Coca-Cola’s cultural relevance among younger consumers. In a previous interview with MARKETING-INTERACTIVE, Sonza highlighted the importance of balancing “timelessness” with “timeliness”, particularly as brands navigate increasingly fragmented attention spans and fast-moving trends.

Among her notable initiatives were Foodmarks and Coke Time, which sought to anchor the brand in everyday rituals, while platforms such as Coke Studio and festive campaigns reinforced Coca-Cola’s long-standing association with shared cultural moments. At the same time, she emphasised the role of data, creator partnerships, and real-time consumer insights in shaping more agile, locally resonant campaigns.

Sonza also played a role in advancing Coca-Cola’s regional marketing model – one that allows ideas to scale quickly across markets while retaining local relevance. This included leveraging influencer ecosystems, retail partnerships, and digital platforms to translate global brand equity into culturally specific executions.

Beyond campaigns, her legacy includes talent development. In her departure note, Sonza pointed to the teams she helped build and mentor across the region, many of whom have gone on to lead their own paths.

I’ve always carried one thing with me: That I didn’t just represent myself, but what talent from our part of the world can become when given the opportunity.

Sonza said she is currently taking a short, intentional pause before her next chapter, with a continued focus on brand-led growth and building high-performing organisations.

Join us on 21 May 2026 at Content360 Philippines and be part of the honest, hard-hitting conversations redefining content effectiveness in an AI-shaped, zero-click world!

Related articles:
Coca-Cola pops the lid on fan emotions in high-drama World Cup film
Coca‑Cola gets fans jumping with its FIFA World Cup 2026 anthem
Coca-Cola's Foodmarks campaign returns with Friday blind boxes fever