Brad Fields
Atlanta,MI
Summary
Licensing and marketing executive with a passion for connecting people, ideas, and brands. Combines strong communication, relationship management, and strategic thinking to drive growth and expand business opportunities.
Overview
17
17
years of professional experience
Work History
Director – Licensing/LatinAmerica
The Coca-Cola Company
01.2024 - Current
- Lead the licensing business for the territory by setting strategic direction and executing multi-million-dollar licensing partnerships across a diverse range of lifestyle categories for Coca-Cola and its portfolio of billion-dollar brands.
- Key responsibilities include driving revenue and brand value, integrating with local marketing business plans, and product innovation and compliance.
- This role is ultimately accountable for driving licensing revenue, brand expansion, and profitable growth across the territory through direct, strategic partnerships with licensees.
- Key Accomplishments include:
- Grew this region to become the Number One revenue generator ahead of N. America, Europe and Asia
- Executed the largest deal in the history of Coca-Cola licensing
Senior Manager – Licensing/LatinAmerica
The Coca-Cola Company
09.2014 - 12.2023
- Developed and executed consumer-centric licensing strategies by collaborating closely with Global Brand and marketing. Leveraged understanding of local consumers, retail dynamics, and cultural trends to prioritize brands, categories, channels, and market expansion opportunities.
- Served as the primary in-market partner to licensees, working closely with them on a day-to-day basis to unlock growth opportunities and strengthen long-term partnerships.
- Drove business development for the territory identifying, evaluating, and pitching new licensing opportunities.
- Integrated our merchandise into several of our local beverage marketing initiatives – including the 2016 Rio Olympics, Rock in Rio, Lollapalooza, and our Christmas/Santa Claus activations.
- Managed the relationship with our licensing agency for Brazil – Redibra. On several occasions I negotiated more favorable commission terms saving The Coca-Cola Company millions of dollars.
- Managed our global drinkware business. Partnered with RIEDEL and our internal Coca-Cola Flavors Team to develop the Coca-Cola + RIEDEL glass to deliver the ultimate Coca-Cola drinking experience.
Marketing Senior Manager – Sports Marketing (Global, Long-Term Project)
The Coca-Cola Company
09.2012 - 09.2014
- In charge of a multimillion dollar budget to deliver one of the key workstreams for our billion dollar 2014 FIFAWorldCup marketing campaign
- Made history by making and unveiling the world’s largest photomosaic flag at the 2014 FIFAWorldCup Opening Ceremony in Sao, Paulo Brazil.
Licensing Manager – Latin America
The Coca-Cola Company
09.2009 - 08.2012
- Helped increase Coke brand love and teen recruitment by growing our business by 500%. Showcased our program on the catwalk at six editions of Fashion Rio.
- Grew our Coca-Cola Shoes sneaker brand to a $200 million retail brand in 2013, becoming the No. 3 shoe brand in Centauro (Brazil’s most influential sporting goods store) right behind Nike and Adidas.
Education
BBA - Marketing
Georgia State University
Leap 2.0 - undefined
Harvard Business Publishing
Skills
- Leadership
- Negotiation
- Communication
- Public Speaking
- Team Building
- Licensing Industry
- Brand Management
- Business Development
- Cross-Functional Team Leadership
- Compliance
Interests
Pickleball, North Point Community Church (Volunteer-special needs class), Gardening/Landscaping, Fitness, Snow Skiing
Timeline
Director – Licensing/LatinAmerica
The Coca-Cola Company
01.2024 - Current
Senior Manager – Licensing/LatinAmerica
The Coca-Cola Company
09.2014 - 12.2023
Marketing Senior Manager – Sports Marketing (Global, Long-Term Project)
The Coca-Cola Company
09.2012 - 09.2014
Licensing Manager – Latin America
The Coca-Cola Company
09.2009 - 08.2012
Leap 2.0 - undefined
Harvard Business Publishing
BBA - Marketing
Georgia State University