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.