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At Coke, Virginia achieved an almost impossible feat;

turning a $200million mature category from double digit decline to double digit growth.


Employed at Coca Cola as Senior Brand Manager for Sparkling Flavoured drinks,  Virginia's portfolio, which included 4 brands  and $200mill in sales, saw a rapid turnaround from 12% decline to growth of 20 %  in a mature category. These growth initiatives were from complete white-space repositioning involving every facet of the marketing wheel including new products, new positioning and new communications with a unique cornerstone identity.  Sparkling flavours is a mammoth category at coke, the largest portfolio after colas.  Brands included Deep Spring, Kirks, Appletiser, Fruit Box and Bisleri as well as closely working with Sprite, Fanta and Lift.

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