Senior Director, Global Frontline Marketing Strategy

The Coca-Cola Company; Morelia; On-site; MXN 2,200,000 - 3,800,000; Full time

Job summary

The Coca-Cola Company in Morelia, Mexico seeks a Sr. Director, Frontline Marketing Category to set and lead the long‑term category and portfolio growth agenda across frontline markets.

You will own enterprise outcomes for growth, profitability, and share, influencing system‑wide investment decisions and maintaining global consistency with local relevance. You will drive category strategy, partner with cross‑functional teams, and develop leadership capabilities to deliver scalable, consumer‑led

Qualifications

• Bachelor’s degree in Marketing, Business Administration, or related field; MBA strongly preferred.
• 12–15+ years of progressive experience in brand, category, or integrated marketing leadership roles within FMCG / CPG, including experience operating at enterprise or multi‑market scale.
• Proven track record of setting and leading category or portfolio strategy, including growth planning, portfolio management, and strategic investment decisions.
• Deep expertise in demand generation, brand building, and integrated marketing communications across digital, media, shopper, and experiential channels.
• Advanced ability to translate complex consumer, shopper, category, and customer data into clear strategic choices and measurable business impact.
• Strong financial and commercial acumen, with experience influencing large marketing and media investments and key P&L drivers at scale.
• Demonstrated ability to lead through influence, aligning senior cross‑functional, franchise, and system stakeholders without direct authority.
• Exceptional strategic thinking, storytelling, and change leadership capabilities in fast‑paced, matrixed, global environments.

Responsibilities

• Drive bottler alignment on the marketing agenda: portfolio priorities and category/brand strategies and plans (objectives, DME investments, success metrics and activity calendars, including Innovation projects and IMX Campaigns) in partnership with Brands, C&CL and Franchise Leadership.
• Set and lead the enterprise category and/or portfolio strategy across frontline markets, defining the long‑term growth agenda, portfolio architecture, and strategic choices that drive sustainable, incremental value creation.
• Own category growth, profit, and share outcomes, influencing system‑wide prioritization and investment decisions across brands, price tiers, packs, and consumption occasions.
• Champion consumer‑and shopper‑led strategy by translating macro trends, social forces, and evolving consumption behaviors into scalable category strategies that expand total demand.
• Provide input to localization and real‑time amplification of IMX campaigns within their territory.
• Influence and align cross‑functional leaders (Sales, Commercial, RGM, Finance, Media & Social, Franchise and Bottler teams) to deliver omni‑channel, system‑wide execution at scale.
• Steward governance and decision rights, setting strategic guardrails, standards, and ways of working that balance global consistency with local relevance and speed.
• Build and lead a high‑performing leadership team, developing future‑ready marketing and category talent while fostering a culture of curiosity, accountability, and bold thinking.

Skills

Strategy development

Cross-functional leadership

Category management

Demand generation

Analytics & insight

Stakeholder influence

P&L management

Education

Bachelor's degree in Marketing/Business

MBA

Tools

Excel/BI tools

Job description

The Coca-Cola Company in Morelia, Mexico seeks a Sr. Director, Frontline Marketing Category to set and lead the long‑term category and portfolio growth agenda across frontline markets.

You will own enterprise outcomes for growth, profitability, and share, influencing system‑wide investment decisions and maintaining global consistency with local relevance. You will drive category strategy, partner with cross‑functional teams, and develop leadership capabilities to deliver scalable, consumer‑led