Senior Director, Flavors Creative Strategy & IMX, LATAM

The Coca-Cola Company; Pachuca; On-site; MXN 2,000,000 - 4,000,000; Full time

Job summary

The Coca-Cola Company is seeking a Senior Director, Flavors Integrated Marketing Experience – LATAM to lead end-to-end consumer experiences across Latin America. You will shape strategy, creative direction, and cross‑functional collaboration to deliver culturally resonant brand experiences for Flavors portfolio.

Based in LATAM, you will partner with Design, Media, Digital, and Shopper Engagement teams, translate insights into platforms, and guide agencies to execute at scale.

Qualifications

• Bachelor’s degree required; advanced degree preferred.
• 12+ years of experience in integrated marketing, brand leadership, creative strategy, or related fields.
• Experience with large-scale consumer and shopper marketing initiatives, preferably in CPG/beverages.
• Strong collaboration with creative and media agencies.

Responsibilities

• Set and lead LATAM end-to-end IMX experience vision grounded in insights and culture.
• Translate objectives into platforms and strategies that drive brand equity and growth.
• Shape creative direction across campaigns, digital engagements, activations, and commerce moments.
• Collaborate with Design, Media, Digital, and Shopper Engagement teams for cohesive execution.
• Inspire agencies and cross-functional teams to maintain quality and local nuance.
• Integrate media strategies and data-driven learning to optimize impact.
• Partner with analytics to connect insights to strategic choices.
• Foster collaboration within IMX ecosystem across units and partners.

Skills

Integrated marketing

Brand leadership

Creative strategy

Media planning

Data-driven insights

Stakeholder management

Education

Bachelor's degree

Advanced degree preferred

Job description

Job Title

Senior Director, Flavors Integrated Marketing Experience – LATAM

Job Title

Senior Director, Flavors Integrated Marketing Experience – LATAM

Opening

At The Coca‑Cola Company, we relentlessly pursue innovation and creativity to bring brands closer to consumers in meaningful ways. As a global leader in beverages, we design experiences that resonate across cultures and markets, shaping how millions interact with our brands every day. The Latin America Operating Unit reflects one of the most dynamic and diverse regions in the system, where opportunities for growth and cultural influence sit alongside the challenge of delivering consistent excellence at scale.
The Senior Director, Flavors Integrated Marketing Experience – LATAM plays a pivotal role in shaping the future of our Flavors portfolio by driving holistic, consumer‑centric brand experiences that transcend traditional campaigns. This role integrates strategy, creativity, media, and digital innovation to deliver culturally relevant experiences across all consumer and shopper touchpoints. We are seeking a visionary leader with deep expertise in creative stewardship and integrated marketing execution, who thrives in complex ecosystems and understands how to translate insights into compelling narratives that inspire and convert. If you are passionate about creativity, cultural relevance, and shaping brand experiences that matter, this is an opportunity to influence how our Flavors brands connect with consumers across Latin America.

What You’ll Do For Us

• Set and lead the LATAM end‑to‑end experience vision for the Flavors portfolio, architecting integrated experience strategies grounded in consumer insights and cultural relevance.
• Translate business objectives into distinctive experience platforms and marketing strategies that drive both brand equity and commercial growth.
• Shape and elevate creative direction across campaigns, digital engagements, experiential activations, and commerce moments to deliver a seamless consumer journey.
• Partner across Design, Media, Digital, and Shopper Engagement teams to ensure cohesive creative frameworks and integrated execution throughout the LATAM region.
• Inspire and guide agencies and cross‑functional teams to achieve creative excellence, ensuring alignment with global brand principles while embedding local nuance.
• Integrate media strategies and data‑driven learning approaches to optimize experience effectiveness across markets.
• Collaborate closely with media and analytics teams to connect insights with strategic choices and enrich outcomes across digital and physical touchpoints.
• Act as a senior connector within the IMX ecosystem, fostering collaboration among Operating Unit teams, bottlers, and global partners to scale impactful experience platforms.
• Drive a future‑focused mindset by ensuring digital fluency and innovation underpin all integrated marketing initiatives from concept to execution.
• Serve as a cultural catalyst for the Flavors portfolio, embedding trends, rituals, and entertainment territories within brand storytelling and experience design.

Requirements & Qualifications

• Bachelor’s degree required; advanced degree preferred.
• Minimum 12 years of experience in integrated marketing, brand leadership, creative strategy, media, or experience design.
• Proven expertise in leading large‑scale consumer and shopper marketing initiatives, preferably within CPG; beverage industry experience advantageous.
• Demonstrated ability to develop and deliver end‑to‑end experience strategies that combine creativity, data insights, and commerce impact.
• Strong familiarity with cultural trends, entertainment dynamics, and evolving digital ecosystems, ensuring relevance and resonance in all consumer interactions.
• Track record of success working with leading creative and media agencies to produce high‑impact, scalable work.
• Ability to shape creative briefs, evaluate ideas, and sustain quality standards through all phases of development and execution.
• Skilled in interpreting data and insights to inform creative platforms and optimize integrated marketing approaches.
• Experience navigating complex, matrixed organizations and influencing senior stakeholders across functions and geographies.
• Exceptional communication and storytelling capabilities, including the ability to distill complexity into compelling narratives for diverse audiences.

What We’ll Do For You

• Provide the scope to shape the creative and experiential expression of an iconic portfolio across a culturally diverse region.
• Enable collaboration with a network of global and regional leaders driving innovation in brand experience design.
• Offer the opportunity to experiment with advanced marketing technologies and platforms to enhance consumer connection.
• Equip you with resources and partnerships to advance creative excellence and solidify the role of Flavors brands in modern culture and commerce.