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
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📌 Senior Director Modern Trade and Customer Strategy (Monterrey)
🏢 The Coca-Cola
📍 Monterrey