Director, Frontline Marketing - Ecuador

At The Coca-Cola Company, we are proud to be one of the world’s most recognized and respected brands, with a legacy spanning over 140 years and a portfolio of more than 200 brands enjoyed by millions of consumers every day. Our purpose is simple yet powerful: Refresh the world and make a difference. 

We are seeking a Director, Frontline Marketing to lead the category and portfolio growth strategy for Coca-Cola Trademark and the broader Sparkling portfolio in Ecuador. This role translates global and regional brand ambition into a locally relevant, consumer-led agenda that strengthens brand equity, recruits' consumers, expands consumption occasions, aligns the system and delivers measurable business growth. 

The ideal candidate brings category leadership, strong commercial acumen, and enterprise influence. Acting as the Sr. Director’s strategic partner for the Sparkling category, this leader will bring clarity to priorities, anticipate opportunities and risks, elevate recommendations, align stakeholders and translate decisions into disciplined execution across the Coca-Cola System. 

• Own the end-to-end category strategy for Coca-Cola Trademark and the broader Sparkling portfolio in Ecuador, defining clear sources of growth, brand roles, consumer targets, priority occasions and activation choices. 
• Strengthen Coca-Cola Trademark leadership by accelerating consumer recruitment, increasing relevance and preference, and expanding frequency across high-potential occasions. 
• Advance distinct strategies for Coca-Cola Original Taste and Coca-Cola Zero Sugar, ensuring each proposition has a clear role in recruiting consumers and growing the Trademark. 
• Define the growth agenda for the rest of the Sparkling portfolio, ensuring differentiated brand roles, strong value propositions and relevant connections with Ecuadorian culture and consumer passions. 
• Identify and recommend innovation, renovation and portfolio opportunities in partnership with Brand, Commercial, RGM, Franchise, Technical and Bottling teams. 

• Synthesize consumer, shopper, customer, cultural, competitive and commercial insights into sharp strategic choices and actionable growth plans. 
• Localize global and regional strategies with discipline, preserving brand intent while maximizing relevance and impact in Ecuador. 
• Build clear learning agendas, test-and-learn roadmaps and post-initiative evaluations to continuously improve effectiveness. 
• Provide forward-looking perspectives on category dynamics, consumer behavior, competitive moves and emerging growth spaces. 

• Guide integrated marketing plans across the full marketing mix, connecting brand experiences, media, digital, content, experiential, shopper and commercial activation behind one consumer journey. 
• Translate strategy into clear annual and quarterly plans, priorities, milestones, decision points and execution standards. 
• Partner with Media, IMX, Creative Strategy, Commercial, Customer, RGM, Finance, PACS, Franchise and bottling teams to deliver coherent omnichannel execution. 
• Ensure programs are execution-ready, locally feasible and supported by the right assets, capabilities, investment and measurement plans. 
• Maintain high standards of brand stewardship, strategic consistency, quality and speed from brief through market execution. 

• Build alignment with the bottling partner on category strategy, annual priorities, innovation, investment, activation calendars and execution expectations. 
• Establish simple governance, clear decision rights and effective routines that connect marketing strategy with commercial delivery. 
• Own category performance reviews, integrating brand, consumer, commercial and financial indicators to identify gaps and corrective actions. 
• Influence resource allocation toward the brands, occasions and initiatives with the strongest strategic and business potential. 
• Create transparency on progress, risks, interdependencies and decisions across the category agenda. 

• Raise the quality of strategic thinking, briefing, storytelling, measurement and execution across the category team. 
• Foster a culture of ownership, curiosity, collaboration, constructive challenge and continuous improvement. 
• Contribute actively to the Ecuador Marketing Leadership Team, supporting broader priorities and business needs. 

• Bachelor’s degree in Marketing, Business Administration or a related field; MBA or equivalent advanced degree preferred. 
• 10+ years of experience in brand, category, or integrated marketing leadership roles within FMCG / CPG. 
• Proven experience developing and executing category growth strategies in complex markets. 
• Strong understanding of consumer recruitment, consumption occasions, portfolio architecture, brand building, and integrated marketing. 
• Demonstrated ability to translate consumer, shopper, customer and marketplace insights into actionable strategy. 
• Strong commercial and financial acumen, including experience influencing investment choices and evaluating marketing effectiveness. 
• Demonstrated ability to influence senior stakeholders in a complex, matrixed organization and work effectively with bottling or franchise partners. 
• Strong analytical thinking, storytelling and communication skills. 
• Track record of developing talent and leading teams. 

• Enterprise Impact: Lead the category growth agenda in Ecuador. 
• Iconic Brands: Shape the future of globally and locally loved brands. 
• Leadership Growth: Build enterprise leadership and broaden exposure across the Coca-Cola System. 
• Purpose-Driven Work: Drive growth that refreshes the world and creates shared value. 

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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. 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.