Senior Director Modern Trade and Customer Strategy

1665 Servicios Integrados de Administracion y Alta Gerencia, S. de R.L. de C.V.; Ciudad de México; On-site; MXN 4,200,000 - 6,200,000; Full time

Job summary

The Coca-Cola Company in Mexico City seeks a Senior Director of Modern Trade and Customer Strategy for LATAM to lead a regional agenda that scales Modern Trade as a profitable growth engine. You will align bottlers, hubs, and key customers around a common strategy and multi-year plans.

You will translate priorities into actionable channel playbooks, investment models, and execution standards across markets, driving data-led, customer-centric growth with strong governance and partnerships.

Qualifications

• Senior leadership experience in modern trade or related functions.
• Analytical capability to translate data and shopper insights into actionable strategies.
• Proven ability to influence senior stakeholders and drive profitable growth across markets.

Responsibilities

• Define and deploy LATAM Modern Trade strategy across markets and bottlers.
• Build integrated commercial plans connecting shopper insights, customer needs, and brand strategy.
• Lead customer strategy and value creation frameworks for priority accounts and JBPs.
• Align senior stakeholders across Franchise, Customers, RGM, Marketing, Finance, Supply Chain, Digital Commerce.
• Codify and scale best practices across LATAM through hubs and partners.
• Use data-led insights to size opportunities and improve decision making.

Skills

Senior leadership

Commercial planning

RGM

Category management

Influencing

Job description

Job 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: Yes
• Job Posting End Date: November 9, 2026

Our Purpose and Growth Culture

We are taking deliberate action to nurture an inclusive culture that is grounded in our company purpose, to refresh the world and make a difference. We act with a growth mindset, take an expansive approach to what’s possible and believe in continuous learning to improve our business and ourselves. We focus on four key behaviors – curious, empowered, inclusive and agile – and value how we work as much as what we achieve. We believe that our culture is one of the reasons our company continues to thrive after 130+ years.

Company

Visit Our Purpose and Vision to learn more about these behaviors and how you can bring them to life in your next role at Coca-Cola. The Coca-Cola Company is a global community of passionate employees who are refreshing the world and making a difference every day. Innovation has been at the heart of our story since 1886. It goes beyond new flavors and brands. Learn more about our system and how we’re making an impact. As a global organization, we seek opportunities to embrace and champion progress. Our careers span across functions and are globally connected to give you an unmatched career experience. We’re glad you’ve chosen to explore your next career opportunity with The Coca-Cola Company. Learn more about our hiring process and pick up tips on how to showcase your experience and skills so you can stand out and thrive. The Coca‑Cola global business system is composed of The Coca‑Cola Company (TCCC), its subsidiaries and 225 bottling partners around the world. Search jobs throughout our system.