Laia Collazos is Chief Data and Analytics Officer at Coca-Cola Europacific Partners (CCEP), where she leads the organisation’s global data and analytics capability across data platforms, governance, insight services, data product delivery, data science and AI. Her focus is on making data matter by driving value at scale to improve business performance, strengthen customer partnerships and create a better workplace for CCEP’s people.
Laia joined CCEP as Chief Information Officer for Great Britain and later Northern Europe, overseeing the effective deployment of data and technology across the business. As a member of the Business Unit leadership team, she gained first-hand exposure to operational decision-making within a complex consumer goods environment, experience that continues to shape her approach to data leadership.
Prior to CCEP, Laia worked at GroupM, WPP’s media investment company, where she led global teams based in New York to develop data-driven trading solutions during the rapid growth of digital advertising.
Laia began her career as a software engineer before moving into data and technology consulting across Europe. She worked with government, retail and media organisations during a period of significant change, as digital customer engagement, user experience design, advanced analytics and agile delivery reshaped the technology landscape.
Across her career, Laia has combined deep technical understanding with strong business leadership. At CCEP, she continues to champion data as a strategic asset, ensuring analytics and AI are aligned to performance, value creation and long-term organisational impact.
As a data and AI leader, which traits and skills do you think matter most, and which of those have been most influential for you in your current position?
“A key attribute is the ability to maintain a broad, strategic perspective while simultaneously demonstrating a keen attention to detail. This means understanding how data initiatives contribute to the overarching business objectives but also approaching individual data challenges with curiosity and thoroughness.
“Furthermore, it is important to recognise that data is much more than just a collection of numbers or a piece of technology. Data serves as a language that articulates how a business operates, reflects the efforts of its people, and provides a means to measure success. By appreciating data in this context, leaders can better align data strategies with the realities and needs of the organisation.
“Finally, as with any leadership role, the ability to influence others and to communicate complex concepts in clear, straightforward terms is invaluable.”
Reflecting on your career, what is one non-traditional piece of advice (outside of technical skills) you would give to an aspiring data or AI leader aiming for the C-suite?
“Data leadership is multi-disciplinary and involves technology, statistics, process, product, governance, and more importantly, business.
“Do not follow a straight line. Pack your CV with different experiences. There is no set path, but it is a fun journey, enjoy it!”