What does the job of CSR director look like? How does Coca-Cola, a company seen as polluting, adopt the ecological transition? Arnaud, a SKEMA graduate and CSR/Sustainable Development director of Coca-Cola Europacific Partners, reveals the underside of his job.
Arnaud’s journey, from SKEMA to Coca-Cola Europacific Partners
Can you go back over your journey?
I have a classic background. I did a bac S, then an HEC prep. I returned to SKEMAon the Sophia-Antipolis campus. After my studies, I wanted to work and I joined the world of mass distribution, in a very operational role in stores. I stayed there two years.
I then wanted to work in a consulting company that specialized in analyzing the sales of consumer products. I wanted to know, beyond the store, what was hidden behind these products: marketing, pricing policy… I started a job as a business analyst and worked on several product categories: confectionery, drinks, etc. And that’s how I joined Coca-Cola, twenty years ago.
How did you get to head the CSR department at Coca-Cola?
During my first five years, I kept my business analyst hat. My first job at Coca-Cola consisted of leading the team which takes care of sales analysis with the customer-distributor and which produces all the studies used to support our salespeople in building their business plans.
I progressed to a national key account position, then, in 2008, an opportunity presented itself to me. Coca-Cola then integrated sustainable development into its strategy, with objectives on packaging, packaging, etc. At the time, this CSR position was quite unusual and I therefore decided to train with the teams in London.
Now, it’s a long story that has lasted for more than 13 years and I can’t imagine doing anything other than CSR. These are truly collaboration-oriented professions. There is always something to create, consciousness to awaken. I support the teams on a daily basis on the development of the circular economy, the reduction of carbon emissions, etc.
Why did you join Coca-Cola?
When you are passionate about mass consumption, Coca-Cola is a legendary brand. Having the opportunity to join this company was very exciting. Joining a large group also means being able to build a real career, do different jobs, meet exciting and committed people… I’m also a big fan of Diet Coca-Cola, it’s one of my favorite drinks.
Why did you join the world of CSR?
It was not a premeditated choice. It was an opportunity. When I arrived at Coca-Cola, this job existed, but it was not structured like it is today and it was the beginning of CSR. These professions have been built over time. What convinced me was that it was in total agreement with my personal values. I have always had an ecological streak. Doing it professionally was a great challenge. It is also a subject that concerns us all. At the time, we were already talking about a climate emergency. I was convinced that companies had a big role to play in this transition to evolve their business model and set an example.
The job of CSR/Sustainable Development director
What is the daily life of a CSR director like?
A CSR manager will not have the same job from one company to another. It depends on the priority topics for the company. Depending on whether you work in the financial sector, the energy sector or the agri-food industry, you do not practice the same profession. The issues addressed are the same (climate, carbon reduction), but we adapt our work to the company’s business.
At Coca-Cola, our CSR topics are linked to the company’s environmental impact. We focus on the subjects of climate, carbon or those relating to water and biodiversity. We also work on everything related to packaging and the impact of plastic on the environment. We also have a societal roadmap and monitor our contribution to society, the positive impact we can make. These are the big subjects that motivate me on a daily basis.
My days are very varied even if there are a few constants. I spend a lot of time supporting operational teams (marketing, sales, logistics, etc.) in their transformation. It is important that employees integrate the group’s CSR strategy. Externally, I support our clients and participate in many bodies that deal with subjects related to sustainable development.
You were talking about a societal roadmap. What are your goals?
Our strategy revolves around 6 pillars:
- Nutrition
- Climate
- Water
- Social impact
- Value chain
- Sourcing
It is implemented at the local level, in each country. We have put in place indicators on each of these subjects, we report on our progress in a quantified and transparent manner.
The business linked to plastic packaging can be very polluting. What initiatives have you implemented at Coca-Cola for more sustainable production?
Our strategy is summed up in three “words”: reduce plastic whenever possible, enter the circular economy, ensure that our packaging is 100% collected and develop reuse. On the plastic reduction pillar, we have removed all our plastic films from grouping batches of cans to switch to cardboard packaging systems. We have saved more than 900 tonnes of plastic in France alone. We are also trying to reduce the weight of our packaging and we will continue to eliminate plastic films still used in our supply chain.
In terms of the circular economy, we invested 10 years ago in a joint venture (Infineo) to develop recycled plastic in France. It is important to reuse products by recovering as many plastic bottles and cans as possible to create new packaging. We have developed a deposit system in France as well as sorting awareness campaigns. We are going to launch a range of products with 100% recycled plastic.
Finally, on reuse we have different ways of acting. Our historical model is returnable glass bottles, both in cafés, hotels and restaurants, but also in supermarkets, for our consumers. We also want to deploy our drinking fountain system. This also involves the Loop project which allows brands to offer an alternative to single-use plastic. Our products are sold in reusable packaging versions.
You were talking about water. It is one of the important ingredients of Coca-Cola. How do you address this subject?
This is a very important subject for us. We find 85% water in a bottle of Coca-Cola and even 99% in diet Coca-Cola. Our first concern is to ensure that the water used is recycled optimally. We have built factories that are among the most efficient in terms of water consumption. Today, we only need 1.3 liters of water to make 1 liter of drink. We also work with external stakeholders to protect water resources. We deployed a project with WWF France to restore part of the Camargue ecosystem and preserve this water resource. Another similar project is also being carried out in Hauts-de-France.
Recruitment prospects at Coca-Cola
What about the prospects for recruitment in CSR at Coca-Cola?
When you work in CSR, you have to recruit committed talent. Often, the younger generation tells themselves that big companies are not for them. But, this is where we can have an impact! In my team, I am recruiting for a work-study contract, starting in September, for one year, to support us in the deployment of all our CSR projects. If you hold these convictions, join our large companies to help us accelerate change!
