Evocus, the premium functional beverage brand, has announced the elevation of Clavell Santiago as vice president–sales HoReCa and marketing, consolidating key commercial and brand-building responsibilities under a single leadership role. The move signals a sharper focus on integrated growth across hospitality, domestic and international markets.
In his expanded remit, Santiago will oversee Evocus’s marketing strategy alongside revenue growth and the scaling of its HoReCa business. The alignment reflects the brand’s increasing reliance on on-premise visibility and partnerships to build premium credentials in a crowded beverage market.
Santiago has been closely associated with Evocus’s HoReCa journey. Most recently serving as head of sales – HoReCa, he led the brand’s entry into the segment and oversaw the rollout of the world’s first Black Soda. Under his leadership, Evocus scaled its presence to more than 1,000 outlets nationwide, becoming a beverage partner to hospitality groups such as Oberoi, Marriott and Taj, as well as leading restaurants and café chains.
From a marketing perspective, this expansion in HoReCa has functioned as both a revenue driver and a brand-building lever, allowing Evocus to position itself within premium consumption contexts rather than relying solely on retail visibility. The new role formalises the link between channel strategy and brand narrative.
Santiago brings over 12 years of experience across FMCG and hospitality, with prior roles at the Narang Group, Coffee Day Beverages, MARS Group, IHG and Intercontinental Hotels Group. His background spans B2B sales, partnerships and premium brand development, capabilities that align with Evocus’s ambitions beyond the mass beverage segment.
Aakash Vaghela, founder and managing director of Evocus, said, “As Evocus continues to strengthen its presence in domestic and international markets, Clavell’s expertise in driving channel growth, building high-value partnerships, and elevating premium brand experiences will be invaluable. His proven track record in scaling brands and connecting meaningfully with consumers will play a key role in expanding Evocus’ footprint and strengthening our relevance across markets.”
For Evocus, bringing marketing and HoReCa sales under one leader could enable tighter feedback loops between on-ground consumption insights and brand communication. As functional beverages increasingly compete on differentiation rather than novelty, consistency across touchpoints becomes critical.
Commenting on his appointment, Santiago said, “I am deeply honoured to step into this role. The journey so far has been full of learning, experimentation, and meaningful milestones, and I’m grateful for the trust placed in me. As we scale Evocus, my focus will be on sharpening our marketing narrative, strengthening engagement across key channels, and building meaningful differentiation to drive sustainable growth for the brand.”
The leadership move suggests Evocus is preparing for its next phase of growth by reducing silos between marketing and sales, particularly in channels where brand experience and consumption context directly influence perception.