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 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, Consumer Platforms One XP – LATAM to lead the strategy, development, and orchestration of CocaCola’s consumer digital platforms and experiences across the region. This role is accountable for building connected, datadriven, and scalable digital experiences that deepen consumer engagement, increase loyalty, and ultimately drive digital transactions across D2C, B2B2C, and B2B models. 

This role acts as the owner of the One XP (Experience Platform) agenda for LATAM, bridging Marketing and Commercial priorities with technology, data, and platform services. The ideal candidate is a digital and platform leader with strong product mindset, deep consumer understanding, and the ability to orchestrate complex ecosystems across global, regional, and market teams. 

What You’ll Do for Us 

Consumer Platforms & One XP Strategy 

• Lead the LATAM Consumer Platforms & One XP strategy, defining the vision, roadmap, and priorities for owned digital experiences across brands and markets. 

• Own the Marketing & Commercial digital product roadmap, ensuring integration across consumer experience, data, and commerce. 

• Translate consumer needs, journeys, and micromoments into highvalue digital experiences that drive engagement, retention, and conversion. 

• Act as the regional owner of “Digital Own XP”, repurposing and scaling IMX capabilities into persistent consumer platforms. 

Platform Development & Orchestration 

• Lead the development and evolution of owned platforms (e.g., brand websites, CRM ecosystems, loyalty platforms, digital experiences) to maximize consumer lifetime value. 

• Manage LATAM digital platforms in close partnership with Global Platform Services, ensuring alignment, adoption, and scalability. 

• Assemble and integrate tools, data, and capabilities across subfunctions, enabling a connected One XP ecosystem (e.g., CRM, media, commerce, AIenabled tools). 

• Ensure platforms are designed with modularity, interoperability, and reuse in mind. 

Data, CRM & Personalization 

• Define and lead CRM and consumer data strategies that leverage firstparty data to increase loyalty, frequency, and value. 

• Partner with Data, Tech, and IMX teams to activate datadriven personalization and analytics across consumer touchpoints. 

• Ensure platforms support measurement, learning, and continuous optimization of experiences and outcomes. 

Digital Commerce & Partner Ecosystem 

• Lead digital commerce initiatives, including D2C, B2B2C, and B2B models, in partnership with Marketing and Commercial teams. 

• Own and manage regional relationships with key digital partners (e.g., Google, Meta, Amazon, Rappi, and emerging platforms). 

• Work with agencies, production partners, and media platforms to deliver bestinclass digital execution. 

Orchestration, Ways of Working & Change Leadership 

• Act as a change leader, disrupting how marketing and commercial teams leverage digital platforms and experiences. 

• Partner closely with IMX leadership to embed One XP thinking into campaigns, content, and alwayson experiences. 

• Champion agile ways of working, productled thinking, and testandlearn approaches across teams. 

• Educate and excite the system—markets, franchises, and leadership—around new digital and platformled growth models. 

Team Leadership & Capability Building 

• Lead and develop a multicountry, crossfunctional team of digital, platform, and experience leaders. 

• Build futureready capabilities across digital marketing, platforms, data, CRM, and commerce. 

• Foster a culture of innovation, collaboration, and accountability. 

Requirements & Qualifications 

• Bachelor’s degree required; MBA or advanced degree preferred. 

• 10+ years of experience in digital marketing, digital platforms, CRM, datadriven experiences, and/or digital commerce. 

• Strong experience within CPG / FMCG, with deep understanding of consumer behavior, journeys, and moments. 

• Proven ability to lead owned digital platforms and largescale digital ecosystems. 

• Deep expertise in digital marketing, platforms, CRM, data & analytics. 

• Experience partnering with major digital players (e.g., Google, Meta, Amazon, Rappi) and agency ecosystems. 

• Strong product mindset with experience building and managing digital roadmaps. 

• Demonstrated success leading crossfunctional, crossgeographical teams. 

• Strong influencing, negotiation, and executive communication skills. 

• Comfort operating in agile, fastchanging environments. 

• Fluent English required; Spanish or Portuguese strongly preferred. 

What We’ll Do for You 

• Enterprise Digital Impact: Shape how CocaCola connects with consumers through platforms and experiences across LATAM. 

• Iconic Brands at Scale: Build digital experiences for some of the world’s most loved brands. 

• Global Connectivity: Work closely with Global Platform Services, IMX leadership, and leading digital partners. 

• FutureReady Growth: Develop deep expertise in One XP, platforms, data, and digital commerce. 

• PurposeDriven Work: Refresh the world and make a difference by creating meaningful, connected consumer experiences.