Vitaliy Novikov is the Digital Commerce Director at Coca-Cola HBC, one of the famous beverages' main bottlers. In this conversation, we discuss front and back-end digitalization in a Consumer Goods company.

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• Vitaliy's career path from General Management to Digital
• Digital B2B and B2C in the context of a Beverages company
• Internal capability building and upskilling for a digital-ready and data-driven organization
• Online Commercial Activations

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• Audio Mixing by Rodrigo Chávez
• Voice Acting by Jason Martorell Parsekian