Director, Product and Retail Experiences (Shopper), LATAM

At The Coca-Cola Company, we are proud to be one of the world's most recognized and respected brands, with a legacy spanning over 139 years and a portfolio of more than 200 brands enjoyed by millions globally. Our mission is simple yet powerful: refresh the world and make a difference.

We are seeking a Director, Product & Retail XP Shopper, LATAM to lead the regional Shopper and Channel Experience agenda, translating brand and product strategies into effective retail execution and partner-led activation across Latin America. This role is critical in shaping how our brands win at the point of sale and through our channel partners, ensuring consistency, relevance, and commercial impact across physical and digital retail environments.

The ideal candidate brings strong expertise in shopper marketing, channel strategy, partner collaboration, and retail execution, combined with the ability to operate in complex, matrixed environments and influence outcomes through people, processes, and partnerships.

What You'll Do for Us

Lead the development and execution of Shopper and Channel Marketing strategies that translate Product & Retail XP priorities into short- to mid-term (1-3 year) operational plans with direct impact on revenue, profitability, and execution quality.

Drive joint business opportunities with bottlers, distributors, and channel partners, aligning on shopper priorities, activation plans, and execution standards.

Work directly with bottlers, distributors, resellers, and frontline sales teams to design and deliver channel marketing programs that improve distribution, visibility, and conversion.

Customize the Picture of Success by channel, leveraging shopper behavior, trends, and local insights to define winning retail experiences.

Identify priority distribution channels and promotional programs, ensuring alignment with brand strategy, product priorities, and commercial objectives.

Support and enable the rollout of industry and system campaigns, mentoring partners to develop and execute their own shopper and retail activation plans.

Oversee in-store activations, channel programs, and retail events, ensuring consistency with Product & Retail XP standards and brand guidelines.

Lead and develop teams responsible for shopper, channel, and retail activation, setting clear direction, coaching talent, and ensuring strong executional rigor.

Act as a subject matter expert in Shopper & Channel Experience, managing complex initiatives, improving processes, and elevating ways of working across markets.

Organizational Impact & Leadership

Owns tactical and operational plans that execute organizational strategy and deliver measurable commercial results across LATAM.

Manages large teams of professionals and/or multiple teams led by managers or supervisors; may also directly manage senior individual contributors.

Operates with broad latitude in complex environments, making decisions that require balancing multiple priorities, stakeholders, and constraints.

Coaches and develops lower-level professionals, delegates effectively, and ensures quality of output and outcomes.

Innovation, Complexity & Decision-Making

Drives continuous improvement of processes, systems, and activation models to enhance channel and shopper effectiveness.

Solves complex problems by identifying root causes and adapting proven solutions to new contexts and markets.

Leads improvements in how Product & Retail XP strategies are operationalized through partners and channels.

Communication & Influence

Influences stakeholders within and outside the function on policies, procedures, and execution standards at an operational level.