Visualizing a Coke and a Smile


Horst Feldhaeuser (Infotools)

Group Client Director, Infotools (New Zealand)

Horst Feldhaeuser is group client director at Infotools and leads the global Coca-Cola account. Previously the head of client services for Potentiate in Sydney, he has filled several senior positions in Australasia namely director of Ipsos ASI, national financial services director for Synovate – Sydney, and research director for Synovate – Auckland. Horst’s love of market research is evident in his contribution to the industry in both Australia and New Zealand. He is currently on the Board of RANZ (Research Association NZ) and also filled the role of NSW Chair of AMSRS (Australian Market & Social Research Society) in 2013-14 as well of president of the MRSNZ (Market Research Society of New Zealand) between 2007 and 2010. He is a regular presenter at National & International conferences as well as writing for research magazines and journals.


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Carlos Fonseca (Coca-Cola)

Vice President Global Knowledge & Insights, The Coca-Cola Company (United States)

Carlos Jose Fonseca serves as VP for the K&I group at The Coca Cola Company. He leads a multidisciplinary team distributed around the world responsible for generating and activating industry and stakeholder knowledge via tools and models that improve business decisions/outcomes in areas that include: investment and communicational optimization, brand dynamics and performance tracking, consumer proximity, commercial execution and advanced analytics. Previously he served as Marketing SVP for Strategy, Planning and Analytics at MasterCard Worldwide. Carlos initially joined MasterCard Latin America where he created and structured its research and insights team. Following this he developed strategies for new markets and segments in countries as diverse as UK, Brazil, Kenya, UK, Canada and Japan. His experience before MasterCard includes brand management, planning and analysis positions working for P&G, BAT and Citigroup. Carlos’ early exposure to emerging markets with live-in assignments in Brazil, India, Venezuela, Argentina and Russia, among others, fueled his interest in gaining hands-on experience in launching and growing businesses in such environments. He is also very interested in the role that new technologies and media play in changing consumer behavior and empowering individuals. Carlos is a Grameen Foundation board member, an umbrella organization that leverages technology to create tools to break the cycle of poverty. He is a graduate in Industrial Engineering from Universidad de los Andes in Bogota, Colombia, with postgraduate studies at Georgetown University and INSEAD.


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