Alba Castillo Adamo is Group Director, Hispanic Marketing, for The Coca-Cola Company’s North America Group. She is responsible for Hispanic focused marketing, working with the Company’s Sparkling and Still brand teams.Born in Bucaramanga, Colombia, Alba joined the Company in 1999 and has held roles of increasing responsibility in Worldwide Public Affairs and Communications, Strategic Partnership Marketing and Customer & Commercial Leadership. In 2007 she was assigned to the Company’s Latin America Group as Director of Revenue Growth Management. Subsequently she was named Group Director, Shopper Marketing for Latin America with responsibility for driving shopper engagement and purchase transactions to create value for retailers, shoppers and the System. Before joining Coca-Cola, Alba spent ten years in the hospitality industry with Hilton and Hyatt Hotels.Alba serves on the board of the Georgia Perimeter College Foundation. She holds a Bachelor of Science degree from Florida International University and a Master of Business Administration degree from the Robinson College of Business at Georgia State University. She studied at the Université de Paris – La Sorbonne, earning certification in Financial and Management Issues. She is fluent in Spanish and English.