From this role, Hoffman will coordinate the development of the coffee and premium spirits portfolio on the local market.
Hoffman will report directly to the head of Coca-Cola HBC Romania, Jovan Radosavljevic.
With an experience of almost 18 years in marketing, Hoffman had previously run the Marketing Department of Coca-Cola HBC Romania between 2016 and 2021.
Hoffman had joined Coca-Cola HBC Romania in 2011, holding various positions over time such as Consumer Activation Manager, Marketing Manager Beverages and Trade Marketing Manager.
Coca-Cola HBC Romania had a turnover of RON2.43 billion in 2020, down 11% from 2019, and a net profit of RON335 million, down 14% on the year, as per finance ministry data.
The company has three plants in Romania – one in Timisoara, one in Ploiesti and one in the village of Poiana Negri, 15 km off Vatra Dornei.