LATAM Modern Trade & Customer Strategy Lead

Bodyarmor; Monterrey; Hybrid; MXN 3,000,000 - 4,200,000; Full time

Job summary

Coca-Cola in Mexico City is seeking a Senior Director of Modern Trade and Customer Strategy for LATAM to lead the regional agenda and scale Modern Trade as a profitable growth engine. You will align KO, bottlers, hubs, key customers, and cross-functional partners around a unified strategy.

You will translate LATAM priorities into actionable playbooks, multi-year plans, and category management capabilities to drive sustainable growth with data-led decision making.

Qualifications

• 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.
• Excellent communication, relationship-building, and storytelling skills with internal and external senior audiences.

Responsibilities

• Define and deploy LATAM Modern Trade strategy 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.

Skills

Influencing

Stakeholder management

Strategic storytelling

System economics

Customer partnership

Job description

Coca-Cola in Mexico City is seeking a Senior Director of Modern Trade and Customer Strategy for LATAM to lead the regional agenda and scale Modern Trade as a profitable growth engine. You will align KO, bottlers, hubs, key customers, and cross-functional partners around a unified strategy.

You will translate LATAM priorities into actionable playbooks, multi-year plans, and category management capabilities to drive sustainable growth with data-led decision making.