Mark Atencio | Partner

With over 35 years of experience in the Consumer Packaged Goods (CPG) industry, Mark Atencio has shaped some of the beverage sector’s most recognizable brand movements through strategic marketing and consumer insight. At The Coca-Cola Company, he led the creation of the Coke from Mexico platform—driven by cultural authenticity and consumer demand—which scaled nationally, delivering double-digit growth and expanding availability across key retail channels and consumer segments.

Mark also spearheaded the development and launch of Orange Coca-Cola and Coke Life, addressing emerging health and flavor trends in the U.S. market. These innovations not only generated millions in incremental revenue but also broadened Coca-Cola’s portfolio appeal, capturing new consumer segments and driving measurable ROI. Known for transforming insights into scalable platforms, Mark’s work has consistently delivered brand relevance, long-term growth, and repeatable success across both B2C and B2B contexts at Gatorade, PepsiCo, and Keurig Dr Pepper.

Now as a new Partner at ArchPoint Consulting, Mark brings a collaborative, consumer- and client-focused mindset—leveraging decades of brand-building expertise to help companies unlock growth, authenticity, and deeper market resonance.