Job Description Summary:

Director, Del Valle, LATAM

At The Coca-Cola Company, our category leaders help shape the future of growth. 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 enjoyed by millions of consumers every day across Latin America. Our mission is simple yet powerful: refresh the world and make a difference.

We are seeking a Director, Del Valle, LATAM to help define and deliver the category growth agenda across the region. This role is accountable for leading category strategy and marketing effectiveness, translating consumer and shopper understanding into clear positioning, activation choices, and investment priorities that drive demand, relevance, and long‑term value creation.

The ideal candidate is a strong category and marketing leader with a passion for brands, deep consumer curiosity, and the ability to influence across a matrixed system. You will operate at the intersection of consumer insights, brand strategy, media, and customer execution, partnering closely with Global, OU, and market teams to deliver sustainable growth across diverse LATAM markets.

What You’ll Do for Us

• Lead the development and execution of the LATAM category strategy, defining target consumers, category roles, positioning, and growth priorities aligned to global and regional objectives.
• Translate category strategy into integrated marketing approaches, shaping communication frameworks, media strategies, shopper programs, and activation models across channels.
• Champion consumer‑ and shopper‑centric thinking, leveraging segmentation, demand spaces, and behavioral insights to increase relevance, preference, and consumption.
• Guide the deployment of category marketing strategies, including advertising, digital, media, shopper marketing, promotions, experiential, and customer‑led activation.
• Ensure consumer and customer experiences are consistent with category and brand strategy, across touchpoints and routes‑to‑market.
• Monitor category performance and effectiveness, using KPIs and insights to optimize impact, ROI, and learning.
• Identify and unlock growth opportunities through portfolio optimization, innovation, renovation, and expansion grounded in insight and business potential.
• Influence category‑level prioritization and investment decisions, ensuring resources are focused on the highest‑value opportunities.
• Lead and develop category talent, providing direction, coaching, and capability building for managers and individual contributors.
• Drive continuous improvement in ways of working, increasing speed, effectiveness, and scalability across markets.
• Communicate and influence senior stakeholders, presenting category strategies, performance updates, and recommendations.
• Partner cross‑functionally with Brands, IMX, Commercial, RGM, Media, Franchise, and Bottler teams to enable integrated, system‑wide execution.

Requirements & Qualifications

• Bachelor’s degree required in Marketing, Business, or related field; Master’s degree or MBA preferred.
• 8–10+ years of experience in category leadership, marketing strategy, brand management, or related disciplines, ideally within FMCG / CPG.
• Demonstrated experience leading category or brand strategies with measurable business impact.
• Strong capability in consumer understanding, segmentation, positioning, and integrated marketing execution.
• Ability to analyze complex business challenges and translate insights into clear, actionable strategies.
• Proven ability to influence cross‑functional stakeholders in matrixed organizations.
• Strong communication and storytelling skills, with comfort engaging senior leaders.
• Experience leading or developing teams in multi‑market or regional environments.

What We’ll Do for You

• Regional Category Impact: Play a key role in shaping category growth across one of Coca‑Cola’s most dynamic regions.
• Iconic Brands: Help define how world‑class brands and categories connect with millions of consumers every day.
• Leadership Exposure: Partner with LATAM and Global leaders on category decisions that shape future growth.
• Growth & Development: Build leadership capability, category mastery, and future‑ready marketing skills.
• Purpose‑Driven Work: Refresh the world and make a difference by creating meaningful, consumer‑centric category experiences.

Skills:

Brand Architecture, Brand Positioning, Channel Management, Competitor Analysis, Consumer Segmentation, Creative Process, Digital Media Strategy, Group Problem Solving, Leadership, Marketing Goals, Marketing Strategies, Media Planning, Quantitative Research, Social Media Strategies, SWOT Analysis, Team Management

Location(s):

Brazil

City/Cities:

Sao Paulo

Travel Required:

26% - 50%

Relocation Provided:

No

Job Posting End Date:

March 31, 2026

Our Purpose and Growth Culture:

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.