Senior Director Modern Trade and Customer Strategy

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.

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.

• →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.

• 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.

• 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.

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.

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.

Location(s):

City/Cities:

Travel Required:

Relocation Provided:

Job Posting End Date:

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.