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Coca-Cola announced the appointment of Rob Gehring, a veteran from Monster Energy, to oversee its North American operations as the beverage giant works to sustain growth amid consumer spending pressures. The move signals Coca-Cola's effort to inject fresh talent and strategy into its largest regional business as households navigate elevated prices for groceries and fuel. Gehring's hiring underscores the company's focus on maintaining momentum in a competitive market where consumer affordability concerns are reshaping purchasing patterns. The appointment comes as major beverage makers navigate shifting preferences and price sensitivity across their North American customer base.