Brenda Willeford

Brenda Willeford currently serves as the Market Unit Finance Manager at Coca-Cola Refreshments, where she leverages her extensive expertise in the beverage industry to drive strategic financial planning and operational excellence. In her pivotal role, Brenda oversees the annual budgeting process for a dynamic 53 million case market unit, focusing on channel and package volume growth, while meticulously managing operating expenses, including labor efficiencies. Her deep understanding of FMCG dynamics enables her to develop accurate forecasts and identify opportunities for margin improvement across diverse sales channels.

Brenda is also responsible for stewarding a substantial $118 million operating income business plan that encompasses Region Sales and Product Supply. Her strategic insights facilitate the alignment of volume targets, gross profit optimization, and expense control, ensuring the business remains competitive and profitable in a fast-paced consumer products environment. Through her leadership, she champions initiatives aimed at process improvements, internal controls, and gap-solving strategies that enhance financial accuracy and operational efficiency.

Her expertise in financial analysis, combined with her proficiency in Microsoft Office and account management, empowers her to deliver actionable insights that support decision-making at all levels. Brenda’s ability to lead cross-functional teams and implement strategic initiatives underscores her commitment to driving sustainable growth and operational excellence within Coca-Cola Refreshments. Her comprehensive skill set and industry knowledge make her a valuable asset in navigating the complexities of the FMCG sector, ensuring her market unit remains agile and financially robust amidst evolving market conditions.