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 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. 

The Senior Director, Integrated Marketing – Experience (IMX), LATAM is accountable for setting the strategic direction and leading the delivery of integrated, endtoend marketing experiences across the LATAM portfolio. This role ensures that brand, media, content, digital, commerce, and experiential touchpoints come together into cohesive consumer and shopper experiences that drive growth, relevance, and transactions. 

Operating at the intersection of strategy, creativity, media, data, and execution, the Senior Director translates enterprise, category, and brand strategies into scalable experience platforms and highimpact campaigns across multiple markets. As a senior leader within the IMX organization, this role leads multidisciplinary teams and agency ecosystems, shapes ways of working, and partners closely with Category, Commercial, Franchise, and Global IMX leadership. 

The Senior Director combines strategic vision with strong executional leadership—able to manage complexity, inspire teams, and elevate the quality, consistency, and effectiveness of marketing experiences across LATAM. 

Key Responsibilities 

1. Integrated Experience Strategy & Planning 

• Set the strategic vision for endtoend consumer and shopper experiences across assigned categories and brands in LATAM. 
• Translate business, category, and brand objectives into integrated experience strategies and clear creative frameworks. 
• Lead experience design across the consumer journey and shopper path to purchase, ensuring continuity, orchestration, and conversion focus. 
• Guide the development of longterm experience platforms while ensuring excellence in annual and campaign execution. 
• Ensure alignment between global direction and LATAM market realities, balancing scale with local relevance. 

2. Creative Strategy & Brand Experience Excellence 

• Partner with Category, Brand, and Creative Strategy leaders to shape creative territories and communication platforms. 
• Set the standard for creative quality and experience consistency across content, channels, and markets. 
• Provide senior creative judgment to challenge, refine, and elevate ideas across agencies and internal teams. 
• Ensure strong amplification and localization of Global Core Creative Ideas into impactful LATAM executions. 
• Champion distinctive, culturally relevant storytelling that strengthens brand equity and consumer connection. 

3. EndtoEnd Orchestration & Delivery 

• Oversee the endtoend delivery of integrated marketing initiatives across multiple brands, categories, and markets. 
• Lead crossfunctional orchestration across IMX, Media, Digital, Design, Consumer & Shopper Engagement, Commercial, and Franchise teams. 
• Own agency ecosystem leadership (creative, media, production, digital), ensuring clarity of scope, quality output, and efficiency. 
• Balance ambition with resources, timelines, and budgets; proactively manage risks, tradeoffs, and prioritization. 
• Ensure integration and coherence across all consumer and shopper touchpoints. 

4. Media, Digital, Commerce & Performance Orientation 

• Shape integrated connection strategies in partnership with media, digital, and DAO teams. 
• Ensure experience strategies reflect evolving media behaviors, platforms, data capabilities, and ecommerce models. 
• Oversee performance measurement frameworks, learning agendas, and optimization loops. 
• Use data and insights to continuously improve effectiveness, ROI, and conversion across experiences. 
• Champion testandlearn, innovation, and agile ways of working across IMX initiatives. 

5. Leadership, Influence & Collaboration 

• Lead and develop senior managers and multidisciplinary IMX teams across LATAM. 
• Act as a key strategic partner to Category, Commercial Strategy, Franchise, and Marketing leadership. 
• Influence senior stakeholders with clear recommendations grounded in insight, experience design, and performance data. 
• Build strong partnerships with bottlers, agencies, platforms, and external collaborators. 
• Collaborate closely with Global IMX leadership and OU peers to ensure alignment, capability building, and bestpractice sharing. 

Organizational Impact 

• Owns strategic direction and executional excellence of integrated marketing experiences across defined categories and brands. 
• Shapes IMX operating models, standards, and ways of working within LATAM. 
• Influences investment decisions, experience priorities, and resource allocation across the marketing ecosystem. 
• Plays a critical role in building futureready IMX capabilities, talent, and culture in the Operating Unit. 

Qualifications & Experience 

• Bachelor’s degree required; advanced degree preferred. 
• 12+ years of experience in marketing, integrated marketing, experience design, media, or digital leadership roles. 
• Proven experience leading large, multidisciplinary teams and complex agency ecosystems. 
• Strong background in brand strategy, creative development, media, and endtoend experience orchestration. 
• Deep understanding of digital ecosystems, culture, content, data, and ecommerce. 
• Experience operating in matrixed, multicountry, and global organizations. 
• Demonstrated ability to lead transformation, manage complexity, and deliver results at scale. 
• Exceptional communication, leadership, and influencing skills. 

Language & Location Requirements 

• Fluent English required 
• Fluent Spanish and/or Portuguese required 
• Location flexible within Latin America 

What We Offer 

• Opportunity to shape integrated marketing experiences for some of the world’s most iconic brands. 
• A senior leadership role with high visibility and strategic impact across LATAM. 
• Deep exposure to global IMX strategy, innovation, and bestinclass agency partners. 
• A collaborative, ambitious environment that values creativity, consumer obsession, and performance. 
• A pivotal role in building the future of IMX and developing nextgeneration marketing leaders.