**Director, CCTM Integrated Marketing - Experience (LATAM)**
**Role Overview**
The **Director, CCTM Integrated Marketing - Experience (LATAM)** is a senior leadership role responsible for shaping and delivering **end-to-end, consumer-centric brand experiences** across Latin America. This role sits at the intersection of **planning, creativity, and execution**, ensuring that brand strategy, creative excellence, and integrated marketing come to life coherently across every consumer and shopper touchpoint.
This is a unique opportunity for a **creative and strategic visionary**—someone who can translate complex business problems into powerful creative platforms, orchestrate cross-functional teams, and elevate how brands show up in culture, media, and daily consumption moments. The role goes beyond following established charters, leading instead with **unconstrained thinking**, long-term experience design, and bold experimentation to unlock future growth.
As a key leader within the CCTM / IMX ecosystem, this role acts as a **connector between brand, category, creative, media, digital, and commercial teams**, ensuring that all marketing plans are designed and executed through a cohesive **E2E consumer journey lens**.
**Key Responsibilities**
**1. Integrated Planning & Experience Strategy**
- Lead the **end-to-end experience design strategy** for assigned categories and brands across LATAM.
- Translate business challenges into **clear creative and experience opportunities**, rooted in human truths, consumer insights, and cultural relevance.
- Design marketing plans around the **full consumer journey and shopper path**, driving stronger conversion, weekly+ consumption, and brand rituals.
- Think long-term: build **platforms and ecosystems**, not one-off campaigns.
- Ensure all plans deliver **holistic,



“no dead ends” experiences** across owned, earned, shared, and paid touchpoints.
- **2. Creative Strategy & Brand Stewardship**
- Serve as the **single point of contact between creative strategy and brand/category teams**.
- Own and evolve **brand narratives**, ensuring they are consistently captured in global and regional brand books.
- Shape fertile **creative territories** and guide the development of powerful creative strategies across sub-functions (E2E, Design, Digital, Media, Consumer & Shopper Engagement).
- Lead creative briefing, feedback, and evaluation processes with agency partners.
- Protect and elevate **creative quality and brand integrity** from ideation through delivery.
- Push for **digital-first, leading-edge experiences** that keep brands culturally relevant and innovative.
- **3. End-to-End Orchestration & Execution**
- Take **full ownership from strategy through implementation**, ensuring coherence, prioritization, and disciplined decision-making throughout the process.
- Orchestrate internal teams and external partners (creative, media, production, influencers, platforms).
- Balance ambition with **timing, budget, and resources**, making informed decisions on plans, projects, and resource allocation.
- Ensure creative and experience consistency across markets while allowing for local relevance.




- Amplify **Global Core Creative Ideas** into contemporary LATAM executions that drive both **Brand Love (equity)** and **Brand Value (transactions, baskets, frequency)**.
- **4. Media, Data & Performance Mindset**
- Lead integrated strategies across media channels, grounded in evolving media consumption behaviors and e-commerce dynamics.
- Analyze data, insights, and ROI metrics to optimize marketing effectiveness and media investment.
- Translate complex data sets into **actionable insights** that inform creative, media, and experience decisions.
- Partner with DAO, media, and performance teams to ensure learning agendas are embedded into plans.
- **5. Leadership, Influence & Collaboration**
- Lead and inspire teams across functions, geographies, and disciplines.
- Drive alignment with OU and global stakeholders, including:
- OU E2E Experience Design
- OU IMX and Category teams
- Franchise Marketing leads
- Integral IMX and Creative teams
- Build strong, collaborative relationships with bottlers and commercial partners.
- Lead strategic conversations, influence senior stakeholders, and navigate complex decision-making environments.
- **Organizational Impact**
- Leads delivery of operational plans based on established strategies.
- Sets direction for key projects and teams within the integrated marketing and experience space.
- Accountable for an operational discipline and regional scope within LATAM.
- Plays a critical role in how marketing strategies **come to life in consumers’ lives**, not just on paper.
- **Qualifications & Experience**
- Bachelor’s degree required.
- **13+ years of experience** in marketing, integrated marketing, creative strategy, media, or experience design.
- Strong background in **consumer and shopper marketing**, with preference for CPG experience.
- Proven ability to d

📌 Director Flavors Integrated Marketing Exp, Latam (Ciudad de México)
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