AUSTRALIA | Coca-Cola Europacific Partners (CCEP) Australia announced the appointment of Tobias Hoogewerff as Vice President of Sales – At Home, effective September 2025.
He succeeded Jarrad Mortimer, who is leaving the business this month after 11 years of outstanding service and career growth across multiple roles.
Hoogewerff brings significant expertise to the Vice President of Sales – At Home role, having most recently been the Vice President of Sales – Licensed in CCEP’s Australian Leadership Team.
During his time in this position, he has been pivotal in strengthening high-profile brand partnerships, driving commercial growth, and delivering strategic outcomes across the alcohol portfolio.
“Tobias is a well-respected commercial leader in the industry. He brings a powerful combination of strategic insight, customer focus, and people-first leadership to the Vice President of Sales – At Home role," said Orlando Rodriguez, Managing Director – Australia.
"His deep understanding of the market and proven ability to build high-performing teams make him the ideal leader to take our growing At Home business into its next chapter.”
Reflecting on his appointment, Hoogewerff was excited to lead the At Home channel and continue building strong, mutually rewarding partnerships with Australia’s top grocery retailers.
"With the support of our exceptional At Home leadership team, we’re well-positioned to continue delivering shared growth and value for our customers and consumers.”
CCEP’s At Home leadership team comprises Craig Parker (General Manager – Woolworths), Brooke Nicol (General Manager – Coles), Claudine Pickard (Director – Field Sales At Home), and Adam Phipps, who, following several years as Head of Discounters & E-Commerce, takes on the role of General Manager – Independents.
Phipps succeeds Chris James, who was recently appointed to the newly created role of General Manager – Commercial Planning in CCEP’s Commercial Strategy & Development function.
With Hoogewerff’s transition to At Home, CCEP’s growth ambitions in the alcohol category will continue to be spearheaded by Mitchell Lenaghan, Director – Licensed, and Simone Ensil, Director – Alcohol Strategy & Partnerships.
Together, they form part of CCEP’s Away From Home leadership team, overseen by Vice President of Sales – Away From Home, Dominic Biasi.
