Jim Murphy To Succeed Matthew Mitchell At Coke VEB

Jim Murphy will succeed Matthew Mitchell as Vice President, Strategy and Venturing, at The Coca-Cola Company’s Venturing and Emerging Brands (VEB) unit, the company announced in an email on Friday. Murphy will report to VEB president and GM Scott Uzzell.

“In Jim’s new role, he will help drive a consumer-centric approach of understanding and anticipating future consumer trends, help build relationships with entrepreneurs in future spaces of growth and make proactive investments in early-stage companies poised for success,” wrote Uzzell.

Murphy, a MBA graduate of Goizueta Business School at Emory University, is a 22-year veteran of Coca-Cola, most recently serving as director of corporate mergers and acquisitions since June 2014. According to the email, he was involved in the creation of Coca-Cola Bottlers Africa and in Coke’s acquisition of Monster Beverage Corp. in 2015.

He also is a board member of Barcelona-based Equatorial Coca-Cola Bottling Company (ECCBC), which serves 13 countries in North and West Africa.

VEB’s mandate is to identify, build and incubate young beverage companies that have the potential to become billion-dollar brands within the Coke portfolio. The division has been involved in the acquisition of Honest Tea, Zico and, most recently, sparkling mineral water brand Topo Chico. It also has formed limited partnerships with brands like Suja, Fairlife and Health-Ade.

VEB announced on March 1 that Mitchell would be leaving his role to head Coca-Cola Japan’s “Emerging Growth Platforms” team, a newly formed division based in Tokyo focusing on emerging brands in the Japanese market.