Director, Integrated Marketing Experience (IMX), AR&UR

Role Overview

The Director, CCTM Integrated Marketing - Experience (LATAM) is a senior leadership role responsible for shaping and delivering end-to-end, consumer-centric brand experiences across Latin America. This role sits at the intersection of planning, creativity, and execution, ensuring that brand strategy, creative excellence, and integrated marketing come to life coherently across every consumer and shopper touchpoint.

This is a unique opportunity for a creative and strategic visionary-someone who can translate complex business problems into powerful creative platforms, orchestrate cross-functional teams, and elevate how brands show up in culture, media, and daily consumption moments. The role goes beyond following established charters, leading instead with unconstrained thinking, long-term experience design, and bold experimentation to unlock future growth.

As a key leader within the CCTM / IMX ecosystem, this role acts as a connector between brand, category, creative, media, digital, and commercial teams, ensuring that all marketing plans are designed and executed through a cohesive E2E consumer journey lens.

Key Responsibilities

1. Integrated Planning & Experience Strategy

• Lead the end-to-end experience design strategy for assigned categories and brands across LATAM.

• Translate business challenges into clear creative and experience opportunities, rooted in human truths, consumer insights, and cultural relevance.

• Design marketing plans around the full consumer journey and shopper path, driving stronger conversion, weekly+ consumption, and brand rituals.

• Think long-term: build platforms and ecosystems, not one-off campaigns.

• Ensure all plans deliver holistic, 'no dead ends' experiences across owned, earned, shared, and paid touchpoints.

• Serve as the single point of contact between creative strategy and brand/category teams.

• Own and evolve brand narratives, ensuring they are consistently captured in global and regional brand books.

• Shape fertile creative territories and guide the development of powerful creative strategies across sub-functions (E2E, Design, Digital, Media, Consumer & Shopper Engagement).

• Lead creative briefing, feedback, and evaluation processes with agency partners.

• Protect and elevate creative quality and brand integrity from ideation through delivery.

• Push for digital-first, leading-edge experiences that keep brands culturally relevant and innovative.

• Take full ownership from strategy through implementation, ensuring coherence, prioritization, and disciplined decision-making throughout the process.

• Orchestrate internal teams and external partners (creative, media, production, influencers, platforms).

• Balance ambition with timing, budget, and resources, making informed decisions on plans, projects, and resource allocation.

• Ensure creative and experience consistency across markets while allowing for local relevance.

• Amplify Global Core Creative Ideas into contemporary LATAM executions that drive both Brand Love (equity) and Brand Value (transactions, baskets, frequency).

• Lead integrated strategies across media channels, grounded in evolving media consumption behaviors and e-commerce dynamics.

• Analyze data, insights, and ROI metrics to optimize marketing effectiveness and media investment.

• Translate complex data sets into actionable insights that inform creative, media, and experience decisions.

• Partner with DAO, media, and performance teams to ensure learning agendas are embedded into plans.

• Lead and inspire teams across functions, geographies, and disciplines.

• Drive alignment with OU and global stakeholders, including:

• OU E2E Experience Design

• OU IMX and Category teams

• Franchise Marketing leads

• Global IMX and Creative teams

• Build strong, collaborative relationships with bottlers and commercial partners.

• Lead strategic conversations, influence senior stakeholders, and navigate complex decision-making environments.

• Leads delivery of operational plans based on established strategies.

• Sets direction for key projects and teams within the integrated marketing and experience space.

• Accountable for an operational discipline and regional scope within LATAM.

• Plays a critical role in how marketing strategies come to life in consumers' lives, not just on paper.

• Bachelor's degree required.

• 10+ years of experience in marketing, integrated marketing, creative strategy, media, or experience design.

• Strong background in consumer and shopper marketing, with preference for CPG experience.

• Proven ability to develop full-funnel, end-to-end creative and experience strategies.

• Deep understanding of culture, entertainment, digital ecosystems, media, and e-commerce.

• Experience working with world-class creative and media agencies.

• Demonstrated success leading large, cross-functional, and cross-geographical teams.

• Exceptional communication, influence, and negotiation skills.

• Fluent English required

• Fluent Spanish and/or Portuguese required

• Location flexible within Latin America (no relocation budget available)

• Opportunity to shape iconic, billion-dollar brands across LATAM.

• A creative culture that encourages bold thinking, experimentation, and innovation.

• Collaboration with top global and regional brand leaders and agency partners.

• Exposure to cutting-edge tools, platforms, and marketing technologies.

• A role with real influence on how brands evolve culturally and commercially.