Senior Director Modern Trade And Customer Strategy

Coca Cola; Bogotá; On-site; COP 572,902,000 - 763,869,000; Full time

Job summary

Coca-Cola is seeking a Senior Director of Modern Trade and Customer Strategy for LATAM, based in Mexico. 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.

You will translate LATAM priorities into actionable channel playbooks, multi-year customer plans, category management capabilities, and investment models to drive sustainable growth with a data-led,

Qualifications

• Senior leadership experience in modern trade and customer strategy.
• Ability to translate data and insights into actionable plans.
• Proven influence across senior stakeholders and cross-functional partners.
• Experience driving growth across multiple markets and bottling partners.

Responsibilities

• Define LATAM Modern Trade strategy and align formats, growth platforms, and profitability.
• Build integrated commercial plans linking shopper insights to execution standards.
• Lead JBPs, segmentation, scorecards, and partnership models with key accounts.
• Coordinate with Franchise, RGM, Marketing, Finance, and Supply Chain for alignment.
• Codify best practices and scale insights across LATAM hubs and partners.
• Use data-led reasoning to size opportunities and track value creation.

Skills

Senior leadership

Modern Trade

Customer strategy

Commercial planning

RGM

Category management

Job description

Description

Summary:

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 management, bottling partners, and key customers.
• Align internal, system, and external stakeholders around strategic initiatives, business drivers, customer collaboration, and growth priorities.

Key Knowledge Requirements

Required

• Commercial Planning
• RGM, Segmentation, OBPPC
• System Economics

Good to Have

• Shopper Marketing
• System Planning
• Category Management
• Supply Chain
• Value to Market
• Customer Management

Skills

Influencing, stakeholder management, strategic storytelling, system economics, customer partnership, commercial planning, and cross-market execution leadership.

Skills:

Business Influence, Customer Management, Customer Relationships, Customer Strategy, Execution Excellence, Executive Influence, Influencing, Key Accounts, Modern Trade, Modern Trade Sales, Revenue Growth Management, Strategic Influence, System Economics, Trade Strategy

Location(s):

Mexico

City/Cities:

Mexico

Travel Required:

26% - 50%

Relocation Provided:

No

Job Posting End Date:

October 17, 2026