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 Director, Category Management, Brazil leads the design and deployment of the Category Management strategy for the Country, shaping the longterm growth vision for NARTD categories and ensuring optimal portfolio placement, space, and display to maximize shopper interaction and sales. The role drives datadriven planograms, visual merchandising, and stock principles, partners with RGM and Channel Execution to deliver the right OBPPC at the right time and price, and achieves category financial targets. 

This is a regional, crossfunctional leadership role operating across multiple markets and retail formats, requiring strong executive influence with bottlers and key retailers, and the ability to set direction, allocate resources, and lead an operational area to deliver against the Zone’s strategic priorities. 

What You'll Do for Us 

• Design Category Management strategies and guides for key markets, aligning priorities in Business Plans and expanding category influence. 

• Lead the Catman Community, fostering shared learnings, cases, and tools; ensure execution and tracking discipline. 

• Pilot and scale datadriven approaches with internal/external partners, strengthening Catman’s contribution to commercial strategy. 

• Build Modern Trade Category Visions by country/category; deploy datadriven planograms to secure the right shelf space, placement, and execution. 

• Engage retailers to land the category vision and planograms—aligned to their strategies—to grow category performance and KO portfolio results. 

• Partner with RGM & Channel Execution to ensure assortment, OBPPC, pricepack architecture, and availability meet shopper needs at key moments. 

Key Responsibilities 

1) Category Strategy & Vision 

• Own the category growth vision for Brazil across Modern Trade; deploy the NARTD category vision consistently by retailer format. 

• Translate shopper & category insights into commercial strategies that drive recruitment, trial, frequency, and tradeup. 

• Set direction for architecture, space allocation, planograms, visual merchandising, and stock principles to meet category financial targets. 

2) Insights, Analytics & Planogram Excellence 

• Lead holistic, datadriven diagnostics (demand moments, shopper missions, trip types, crosselasticities, spacetosales) to inform shelf and display decisions. 

• Build customerback narratives and topmanagementready materials that integrate multiple data sources into a compelling story. 

• Establish measurement frameworks to track execution quality, space compliance, incidence, rate of sale, and category health; identify continuous improvement opportunities. 

3) Retailer Engagement & Execution 

• Negotiate category principles and planograms with retailers to optimize KO and total category performance; guide macro/micro space allocation. 

• Improve shelf placement for KO and competitors where relevant to unlock total category value; build mutual value cases grounded in data. 

• Partner with KAMs to embed category strategies in Joint Business Plans and longrange plans with priority customers. 

4) Capability Building & Community Leadership 

• Lead the CATMAN community across the Country; codify and lift & shift best practices, tools, and playbooks. 

• Design and run a CATMAN Curriculum to upskill system teams (KO + bottlers) and increase influence with key customers/categories. 

• Sponsor testandlearn pilots (AIassisted planograms, computer vision shelf analytics, microspace optimization, etc.) to scale what works. 

5) Commercial Integration 

• Partner with RGM to align OBPPC, pricing, and promo with category and retailer strategies. 

• Work with Channel/Shopper Marketing to build occasionled activations (experiences, bundles, adjacencies) that drive incidence and frequency. 

• Ensure financial viability and coherence across customer agreements in the portfolio; support forecasting, scenario planning, and governance. 

6) Market Enablement & Best Practices 

• Provide actionable insight on category growth opportunities to country/category leads; support Business Plan decisions. 

• Benchmark within and beyond LATAM to raise the bar on Catman tools, process, and retailer influence. 

Work Focus & Competencies 

What the role demands: 

• Deep understanding of retail beverages, local market dynamics, and shopper behavior across Brazil. 

• Ability to connect consumer, shopper, customer, and business levers into holistic category propositions. 

• Data analysis & interpretation: convert multiple data sources into clear, commercial selling stories. 

• Innovative mindset: pilot, learn, and scale what works; promote an environment of continuous improvement. 

• Executive communication: convey complex ideas clearly and build confidence with senior stakeholders and customers. 

• Leadership & influence: lead crossfunctional teams (KAMs, RGM, Shopper Marketing, Bottlers) and align on execution. 

Functional Skills – Mastery Of (Required) 

• Category Management 

• Channel/Shopper Marketing 

• Customer Management 

• RGM (incl. Segmentation, OBPPC) 

• System & Customer Economics 

• Turning Insights (Consumer, Shopper, Customer) into Strategy 

• System Planning; Value to Market 

• Project Management 

• Strong Analytical Skills 

Communication Focus 

• Internal: Support and alignment with RGM, Shopper Marketing, KAMs, Franchise Operations, Commercial, and Marketing across markets. 

• External: Seniorlevel customer engagement across the Zone and LATAM to share best practices and secure investment and implementation. 

• Core to the role: Advanced influencing and negotiation to land mutual category strategies. 

Stakeholder Management 

Director level role with sustained engagement across: 

• Franchise Leaders (GMs) and VPs 

• Bottler Commercial & Marketing VPs and Directors 

• Internal VPs/Senior Directors across functions and markets 

• Local & regional Marketing, Franchise Ops, Commercial, and Customer teams 

Requirements & Qualifications  

• 7+ years leadership experience in Category Management, Customer Management, and Commercial capabilities. 

• Strong market knowledge (consumer needs, retail environment, category dynamics). 

• Proven application of category management principles (space, assortment, planograms, merchandising). 

• Strong planning, communication, collaboration, and project leadership skills. 

• Endtoend thinking from planning to execution, with System/customer, commercial, and brand acumen. 

• Language: Fluent English required; Spanish required 

• Travel: Regional travel as business needs require.