Coca-Cola Europacific Partners (CCEP) Australia has announced Tobias Hoogewerff has been appointed as Vice President of Sales – At Home, effective 1 September 2025. He succeeds Jarrad Mortimer, who is leaving the business this month after 11 years.
Already a member of CCEP’s Australian leadership team, Hoogewerff will move from his role as VP of Sales – Licensed, where he has overseen strong commercial growth and delivered strategic outcomes across the alcohol portfolio.
Orlando Rodriguez, Managing Director – Australia, said: “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.
“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 said: “I’m excited to lead our 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 move to the At Home, team CCEP said itss 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.