Description
summary:
atthe coca-cola company, we are proud to be one of the world’s most recognized and respected brands, with a legacy spanning over 139 years and a portfolio of more than 200 brands enjoyed by millions globally. Our mission is simple yet powerful: refresh the world and make a difference
we are seeking a director, product & retail experience, mexico to lead the regional strategy and execution for how our brands come to life throughproduct design, packaging, visual identity systems, and retail & shopper experiencesacross latin america. This role plays a critical part in translating brand equity intoiconic shelf presence, shopper conversion, and transactional growth, while ensuring consistency, relevance, and scalability across markets and channels.
the ideal candidate brings strongexpertiseacross product experience, design, and retail execution, paired with commercial acumen and the ability to influencecrossfunctionalpartners in a matrixed organization. This is a highly visible role for a leader passionate about shaping how brands are experiencedon shelf, in hand, and in moments of choice.
whatyou’lldo for us
product & retail experience strategy
1. lead the product & retail experience strategy for assigned categories and brands across latam, ensuring product design, packaging, and retail execution work as one cohesive system.
2. translate brandbig ideasand e2e journeys into product, packaging, and shopper experiences that drive conversion, transactions, and brand strength across physical and digital shelves.
3. partner with brand xp and imx teams to ensure experiences align with broader integrated marketing strategies.
visual identity & packaging leadership
4. lead the development and evolution of visual identity systems (vis) and packaging design for regional brands andlatamledinitiatives.
5. support customization of global brand vis and packaging to ensure regional relevance whilemaintainingglobal consistency.
6. ensure packaging and product design strengthen iconic brand assets, differentiateatshelf, and accelerate consumer pull across channels and occasions.
retail & shopper experience execution
7. champion retail and shopper experience strategy, translating consumer and shopper insights into concrete channel and instore execution.
8. lead customization (global brands) and/or development (regional brands) of content for key retail touchpoints, occasions, and channels.
9. oversee shopper promotions when critical to the big idea, ensuring they are strategically sound, scalable, and commercially effective.
10. manage the shopper activation calendar to ensure integrated andtimelyexecution across markets and channels.
execution enablement & governance
11. develop shopper execution guidelines and toolkits, enabling frontline marketing teams to activate consistently and effectively.
12. steward governance, decision rights, and ways of working that balance global consistency with local relevance, speed, and feasibility.
13. monitor execution quality and performance, applying learnings to continuously improve effectiveness.
crossfunctionalleadership & collaboration
14. influence and align partners across brand xp, imx, commercial, channel, digital, media, and bottling teams to deliver integrated execution.
15. lead and develop highperformingteams and agency partners, fostering a culture of creative excellence, accountability, and collaboration.
16. act as a trusted regional partner to category and market teams on product and retail experience decisions.
requirements & qualifications
17. bachelor’s degree in marketing, design, business, or related fieldrequired; advanced degree preferred.
18. 8–10+ years of experience across product experience, packaging, shopper marketing, brand xp, or integrated marketing within fmcg / cpg environments.
19. proven experience leading vis development, packaging design, and retail execution at regional or multimarket scale.
20. strongexpertisein shopper insights, channel strategy, andendtoendconsumer and shopper journeys.
21. high levelof design literacy, withhandsonexperience partnering with creative, design, production, and pos agencies.
22. ability to translate complex insights into clear strategic direction and commercially impactful execution.
23. demonstrated ability to lead through influence in matrixed,crossfunctional, andcrossgeographicalenvironments.
24. strong project and stakeholder management skills,balancingcreativity, speed, cost, and scale.
what we'll do for you
25. global exposure: collaborate with world-class leaders and gain access to global best practices and emerging technologies.
26. iconic brands: work with one of the most recognized brands in the world and play a key role in shaping its future.
27. learning & development: access to robust learning resources, including linkedin learning and leadership development programs, to continuously grow your skills.
skills:
brand architecture, brand positioning, channel management, competitor analysis, consumer segmentation, creative process, digital media strategy, digital shopper marketing, group problem solving, leadership, marketing goals, marketing strategies, media planning, quantitative research, retailer management, retail management, retail marketing, retail sales, shopper activation, shopper marketing, shopping, social media strategies, swot analysis, team management
location(s):
mexico
city/cities:
mexico
travel required:
26% - 50%
relocation provided:
no
job posting end date:
april 22, 2026