Senior Manager Consumer Platforms LATAM

At The Coca-Cola Company, we are fueled by a shared purpose: to refresh the world and make a difference. As a global business operating across more than 200 markets, we are continuously evolving our portfolio, strengthening our brands, and creating meaningful experiences for consumers everywhere. Our system is built on collaboration-with our bottling partners, customers, communities, and talented people who push us forward with curiosity, creativity, and a growth mindset.

We are seeking a Senior Manager Consumer Platforms LATAM to orchestrate CRM and Data workstreams and lead the end-to-end delivery of owned digital experiences and products across the region. This role will shape strategy, product design, capabilities, and scale operations in close collaboration with brand, media, performance marketing, and technology partners.

This shift from TV-led marketing to owned digital experiences and products allows us to engage consumers across their entire journey and lifecycle, powered by rich first-party data. Digital platforms, CRM, and data are central to this transformation-enabling deeper engagement beyond the moments when consumers watch content or enjoy our beverages.

What You'll Do for Us


CRM & Consumer Relationship Strategy

• Design and evolve data-driven consumer relationship strategies that maximize engagement, retention, and lifetime value.
• Lead the development of always-on CRM solutions, fostering an ongoing relationship culture versus campaign-only execution.
• Segment consumer audiences to enable personalized, contextual marketing across brands and touchpoints.
• Define and implement new ways of measuring success, including Consumer Lifetime Value (LTV) across TCCC trademarks.

• Lead the strategy and roadmap for owned digital products, including:
  • Websites
  • Mobile applications
  • Messaging platforms
  • 1st-party data-driven recruitment
• Own product governance, operating models, financial models, and OKRs.
• Design capability rollout and migration plan to enable scalable, sustainable execution.
• Convert consumer insights and multi-variant testing results into clear actions and product improvements.

• Design high-value digital product propositions, leading UX and UI definitions.
• Validate hypotheses through qualitative and quantitative research, leveraging data to confirm or challenge assumptions.
• Translate insights into experience improvements that strengthen consumer value and business impact.
• Maintain strong passion for and fluency in data, CRM, and e-commerce.

• Coordinate consumer digital platforms across internal team, agencies and platforms, avoiding fragmented solutions and inconsistent consumer experiences.
• Create harmonization across models and processes, enabling continuous iteration and improvement.
• Partner closely with Brand Categories, IMX Media & AIP, Performance Marketing, O2O, Platform Services, StudioX, and Data & Analytics.
• Leverage external and internal technology partners to support build, rollout, and scale operations.

• Act as a change agent to disrupt traditional marketing approaches and embed CRM- and data-led thinking across the organization.
• Influence culture by partnering with Capabilities teams to upskill and reskill Marketing teams on CRM and Data.
• Leverage industry knowledge, digital tools, and personal networks to drive competitive advantages in experiences and products.

• 4-6 years of experience in digital, CRM, or data-driven marketing roles.
• Proven experience working across cross-functional teams and multiple geographies.
• Demonstrated success developing owned digital experiences and products with clear consumer value propositions and measurable ROI.
• Strong understanding of:

• UX - UI
• Data-driven digital marketing
• CRM
• Digital marketing and growth strategy
• Digital operations
• Consumer acquisition and activation

• Understanding of Customer Experience (CX)
• Agile / Scrum methodology
• Design Thinking methodology
• Marketing fundamentals and brand building
• Digital product management experience (Product Owner)