As CCO, Efrain Rosario will reinforce’s position as the market leader for mobile-first shopping experiences

Berlin, 01.08.2017 – (, part of Axel Springer SE, is advancing its customer-oriented business model and introducing the position of global Chief Customer Officer (CCO). Efrain Rosario, a longstanding Global Marketing Director at Coca-Cola, is taking on this role as of August 2017. In the new position, he’ll set up a global network for B2B marketing and communications to drive awareness and adoption of the Bonial group’s growing portfolio of products, expanding close cooperation with retailers and brands to build its customer knowledge. Efrain Rosario will become a member of the international management team and joins a number of other seasoned directors from the US.

“Efrain Rosario incorporates two exceptional fields of expertise to support our course of growth: He brings with him a wealth of talent in the marketing of an international product and has achieved proven successes in the US market throughout his extensive career as director of a multinational corporation. Our most recent acquisition, the “Out of Milk mobile platform, will benefit from his in-depth knowledge of the FMCG industry,” says Christian Gaiser, Founder and CEO of “Efrain is an American through and through, but also thinks internationally. We are delighted to have him on board in this important role of CCO.”

Efrain Rosario, Chief Customer Officer at “Digital has transformed retail, with an increasing number of shopping trips now beginning online and a third of local purchases influenced by mobile. To succeed, retailers and brands must excel in an omnichannel environment and embrace new mobile and digital marketing tactics that drive traffic and sales in-store, where over 90% of sales continue to occur. I look forward to supporting our retail and brand customers using Bonial’s expertise and impressive portfolio of products to connect shoppers with their favorite stores and brands.”

Efrain Rosario brings more than 20 years of marketing experience in the retail, FMCG and technology environment. From 2005 to 2015 he was employed by Coca-Cola, where as head of Global Shopper Marketing, he implemented worldwide campaigns in more than 150 markets for the beverage giant. Prior to joining, he was Vice President of Marketing for the product data platform Alkemics and started his career with Accenture as a management consultant. He received his MBA from the Kellogg School of Management at Northwestern University. Born in Puerto Rico, he’s lived and worked in the US, the Middle East, Europe and Latin America.

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About operates the leading location based shopping platform worldwide, with a complementary portfolio of brands and products to connect shoppers with their favourite local stores and brands. Reaching 25 million users, our brands focus on all stages of the shopping journey: discovering deals, following favourite stores, creating shopping lists and ultimately making a trip to the store. More than 5,200 retailers and brands rely on our services to communicate their offers and products, reaching a high quality audience with strong ROI.