Senior Director Modern Trade and Customer Strategy
The Coca-Cola Company
**Join the World’s Most Iconic Beverage Brand** Shape the future of Modern Trade across LATAM by building a unified Customer Strategy agenda that connects channel strategy, customer value creation, category leadership, RGM, execution excellence, digital commerce, and bottler alignment. **Position Overview** As Senior Director of Modern Trade and Customer Strategy for LATAM, you will lead the regional agenda to scale Modern Trade as a profitable growth engine, aligning KO, bottlers, hubs, key customers, and cross\-functional partners around a common strategy. The role translates LATAM business priorities into actionable channel playbooks, multi\-year customer plans, category management capabilities, performance\-based investment models, and execution standards that can scale across markets. The objective is to accelerate sustainable, profitable growth by making Modern Trade more strategic, data\-led, customer\-centric, and execution\-focused across priority formats and customers. **Function\-Related Activities / Key Responsibilities** * Define and deploy the LATAM Modern Trade strategy, aligning channel ambition, priority formats, growth platforms, and profitability objectives across markets and bottlers. * Build integrated commercial plans that connect shopper insights, customer needs, brand strategy, portfolio, RGM, service models, and execution standards. * Lead customer strategy and value creation frameworks for priority accounts, enabling stronger JBPs, segmentation, scorecards, and partnership models. * Align senior stakeholders across Franchise, Customers, RGM, Marketing, Finance, Supply Chain, Digital Commerce, Capabilities, and bottling partners. * Codify and scale best practices across LATAM through hubs, franchise teams, bottlers, customer teams, and capability experts. * Use data\-led insights to size opportunities, prioritize initiatives, build business cases, track value creation, and improve decision\-making routines. **Focus, Scope \& Impact** * Regional agenda: Set the strategic direction for Modern Trade across LATAM, defining where to play, how to win, and which capabilities to scale. * Customer value creation: Strengthen long\-term partnerships with strategic customers through segmentation, differentiated value propositions, JBPs, and mutual growth roadmaps. * Category and shopper leadership: Translate shopper, channel, and occasion insights into category visions, assortment priorities, activation principles, and customer\-facing stories. * Execution excellence: Define scalable standards that improve availability, visibility, incidence, conversion, equipment productivity, digital shelf quality, and in\-store performance. * RGM and investment: Connect customer plans with portfolio, pricing, pack architecture, trade investment, and system economics to ensure profitable growth. * System alignment: Orchestrate KO, bottlers, franchise teams, customers, finance, marketing, supply chain, and digital commerce through common tools and routines. * Performance management: Track NSR growth, value share, margin expansion, customer performance, execution quality, and capability adoption through clear scorecards and governance. **Qualifications \& Skills** * Senior leadership experience in modern trade, customer strategy, commercial planning, RGM, category management, or related commercial functions. * Strong analytical capability to translate data, shopper insights, and customer performance into actionable strategies. * Proven ability to influence senior stakeholders, align the system, and drive profitable growth across markets and bottling partners. * Excellent communication, relationship\-building, and storytelling skills with internal and external senior audiences. * Experience using digital tools, customer insights, and capability programs to strengthen execution and decision making. **Key Success Parameters** **Experience** * 10\+ years of leadership experience in commercial planning, customer strategy, channel strategy, RGM, segmentation, VTM, innovation, key accounts, or portfolio strategy. * Proven strategic, analytical, and influencing skills, with the ability to connect planning, execution, system economics, and brand priorities. * Bottler, franchise, customer management, or multi\-market operating experience preferred. **Work Focus** * Requires strong system perspective, business fundamentals, and the ability to make complex commercial concepts simple, compelling, and actionable for multi\-functional teams. * Combines analytical and strategic thinking with consumer/customer understanding, hands\-on execution, ICE process knowledge, modern trade capabilities, category management, and customer value creation. * Works through a networked model with senior leaders, operating units, marketing, categories, finance, platform services, franchise teams, and bottling partners. **Communication Focus** * Communicate channel opportunities, priorities, plans, and performance to OU leadership, senior manag