The NHCC continues to be corporate America's partner and resource on effectively maximizing the diversity and inclusion of Hispanic talent.
Senior Brand Manager - Brand Management
The Coca-Cola Company
Participant in Classs of 2012
During the last seven years Mr. Nigrinis has worked on brand planning focusing on the USA Hispanic
Market. He’s a USA born Hispanic that grew up in Colombia when his family decided to move back from
New Jersey. Latino cultural dynamics in the USA have been Miguel’s fascination and an area of his work
that he enjoys very much.
During the last 3 years Miguel has been working on the planning and execution of soccer Integrated
Communication Campaigns including FIFA World Cup 2010, Gold Cup 2011 and Mexican National Team
USA tours 2009-2011. Coca-Cola activation of the 2010 FIFA World Cup in the USA is an example of how
the Hispanic market is and will continue influencing US main stream. Currently Mr. Nigrinis is leading
Coca-Cola brand Hispanic efforts in the USA focusing on Hispanic Moms and Blue Collar males and
leveraging Hispanic passion points like Fútbol and food to drive meaningful connections with this core
In addition to leading Coca-Cola USA soccer efforts for the last 3 years, Miguel also worked on Hispanic
brand planning for Coke with meals, Fanta and Coke Zero, designing the first Fanta Bilingual package and
launching Fanta Toronja (Grapefruit) as well as leading the digital integration of KOZ in the FIFA World
Cup IMC with the EA Sports global partnership.
Prior to his work in Coca-Cola North America Hispanic Market, Mr. Nigrinis worked in Brown-Forman
leading the US Hispanic Jack Daniel’s Studio No 7 Music Program as well as supporting the national roll
out of Tequilas el Jimador and Herradura in the USA market.
Mr. Nigrinis is an Engineer from Universidad de Los Andes in Bogotá and has a Master’s degree in
Business Management from Carroll School of Management at Boston College. Mr. Nigrinis has a total of
15 years of Marketing experience, 11 with the Coca-Cola System in the US and Colombia.
1. My main take away was the need to have a clear understanding of what do I want my brand to be
and the need to able to understand myself (Self Awareness) to be able to be a better and more
2. It has provided me with a better understanding of the business environment as well as tools to
improve my performance at the corporate level.