In 1979, he was named Vice President of Special Markets for Coca-Cola USA, with responsibility for expanding African-American and Hispanic marketing and advertising programs. In 1982, Ware was promoted to Vice President of Urban Affairs.
He became Vice President of Special Markets for Coca-Cola USA in 1979, tasked with creating targeted marketing campaigns for African-American and Hispanic communities. Two years later, he took on a broader role as Vice President of Urban Affairs.