She says her professor felt the
company’s culture was prohibitive to women at the time. Now, 28 years later, Ciaramello is preparing to celebrate another anniversary as vice president with the same company,
Regina Maria Silva Gomes
Regina Maria Silva Gomes
These two women, seemingly unrelated -- living in two very
different worlds -- are connected through
Building Women Leaders From the Inside
At the head of Coke’s Global Women’s Initiative, 17 senior women leaders run the Women’s Leadership Council (WLC), which develops strategy, initiatives and metrics around increasing women leadership roles at Coke. The group's results speak for themselves. Since creating the GWI, senior-level positions held by women have increased from 23% to nearly 30% globally. It’s an increase Chief Diversity Officer Steve Bucherati says wouldn’t have been possible without boots-on-the-ground work. “We had to hold a mirror up and realize that what we looked like internally didn’t match what our consumer proposition was," he said. "The fact that women were buying or influencing 70 percent of our purchases, yet only represented 23 percent inside the organization ... it just didn’t match.”
Empowering Women in the Marketplace
Kathy Waller, Chair of the WLC, describes the outward-facing portion
of the initiative. “This isn’t just about better placement for
women in our company," she explains. "This is a worldwide activation across our value chain, and
it is making a tangible difference.” That tangible difference can be felt in
emerging and developing markets, where women like Gomes, who have traditionally
struggled to make ends meet, are thriving through Coke’s 5by20 initiative to
empower 5 million entrepreneurs globally by the year 2020.
Chief People Officer Ceree Eberly has
witnessed that difference firsthand. On
a trip to Brazil, she met Regina Gomes. Gomes, having lost her husband and two sons, sorted through the trash-littered
streets of her favela outside Rio de Janeiro in search of recyclables.
Because of her occupation, “Regina was an
outcast of the community because they called her a garbage collector, and they
would not associate with her," Eberly
says. “She talked about the humbleness of just having to forge ahead and do the
work, knowing it was going to be sustainable.”
Collecting recyclables gave Gomes “a reason to live” and introduced her to two 5by20 programs: Coletivo Recycling, which helps formalize and streamline recycling cooperatives, and Coletivo Artisans, which offers design training and sales channels to artisan groups.
Now, four years later, Gomes’s business and life have
dramatically changed. She runs a
recycling center and art store, where she sells handcrafted pieces made from
recycled material. Her businesses unite
the community, keep the neighborhood clean and protect the environment.
She’s no longer an outcast. She owns her own home, and people not only
want to associate with her; they want to work for her. “She went from
a garbage collector to being a real independent entrepreneur and leader of her
community and really making a difference for those families,” Eberly adds.
Across 12 countries where 5by20 is in operation, women entrepreneurs with success stories just like Regina’s abound. “It’s something bigger than me," Eberly concludes. "It’s something bigger than all of us. And it’s a chance in this world to make a difference.”
To meet our leadership and
learn more about
More on Journey
Photos: Explore Cutting-Edge
Coca-ColaOffices Around the World
Deposit Return Systems: What Are They and What Does
Coca-ColaThink About Them?
- Coca-Cola: From Start-Up to Global Enterprise
- A Welcoming Workplace: Aon Hewitt Best Employer Accreditation
- Coca-Cola Amatil: One of NZ’s best places to work