Dana Barba currently leads Coca Cola Co.’s national retail sales customer marketing for the East U.S. She and her team leverage shopper insights and collaborative business planning to bring the shopper path to purchase to life. In her role leading shopper and customer marketing, Barba collaborates with strategic grocery and club store customers in the development of shopper marketing strategies and business planning. Before helming the customer marketing team, she led Coke’s commercial planning, marketing partnerships & media, innovation and marketing activation in the East U.S.. Barba joined Coke in 1997 and has held a variety of roles in customer, marketing and commercial leadership. Prior to joining Coca-Cola, Barba worked for Nabisco, where she held positions in field operations, retail sales and category management.