Director, Shopper & Retail Experience, Mexico

If you are a senior leader with deep experience in Shopper Marketing, Traditional Trade, and retail execution, and you are passionate about transforming brand strategy into powerful shopper experiences: this role is for you!

As Director, Shopper & Retail Experience - Mexico, you will lead the regional strategy and execution of how the world's most iconic brands come to life through product design, packaging, visual identity systems, and retail & shopper experiences across Latin America. This role plays a critical part in translating brand equity into iconic shelf presence, shopper conversion, and transactional growth, while ensuring consistency, relevance, and scalability across markets and channels.

The ideal candidate thrives at the intersection of strategy and execution, understands the complexity of traditional Channel, brings strong expertise across Trade Marketing and Shopper Marketing for Traditional channel, as well as product experience, design, and retail execution. This profile is paired with strong commercial acumen and the ability to influence cross-functional partners in a matrixed organization. This is a highly visible role for a leader passionate about shaping how brands are experienced on shelf, in hand, and in moments of choice.

What You'll Do for Us

Product & Retail Experience Strategy

• 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.

• Translate brand big ideas and E2E journeys into product, packaging, and shopper experiences that drive conversion, transactions, and brand strength across physical and digital shelves.

• Partner with Brand XP and IMX teams to ensure experiences align with broader integrated marketing strategies.

Visual Identity & Packaging Leadership

• Lead the development and evolution of Visual Identity Systems (VIS) and packaging design for regional brands and LATAMled initiatives.

• Support customization of global brand VIS and packaging to ensure regional relevance while maintaining global consistency.

• Ensure packaging and product design strengthen iconic brand assets, differentiate at shelf, and accelerate consumer pull across channels and occasions.

Retail & Shopper Experience Execution

• Champion retail and shopper experience strategy, translating consumer and shopper insights into concrete channel and instore execution.

• Lead customization (global brands) and/or development (regional brands) of content for key retail touchpoints, occasions, and channels.

• Oversee shopper promotions when critical to the big idea, ensuring they are strategically sound, scalable, and commercially effective.

• Manage the shopper activation calendar to ensure integrated and timely execution across markets and channels.

Execution Enablement & Governance

• Develop shopper execution guidelines and toolkits, enabling Frontline Marketing teams to activate consistently and effectively.

• Steward governance, decision rights, and ways of working that balance global consistency with local relevance, speed, and feasibility.

• Monitor execution quality and performance, applying learnings to continuously improve effectiveness.

CrossFunctional Leadership & Collaboration

• Influence and align partners across Brand XP, IMX, Commercial, Channel, Digital, Media, and Bottling teams to deliver integrated execution.

• Lead and develop highperforming teams and agency partners, fostering a culture of creative excellence, accountability, and collaboration.

• Act as a trusted regional partner to category and market teams on product and retail experience decisions.

Requirements & Qualifications

• Bachelor's degree in Marketing, Design, Business, or related field required; advanced degree preferred.

• 8-10+ years of experience across Product Experience, Packaging, Shopper Marketing, Brand XP, or Integrated Marketing within FMCG / CPG environments.

• Proven experience leading VIS development, packaging design, and retail execution at regional or multimarket scale.

• Strong expertise in shopper insights, channel strategy, and endtoend consumer and shopper journeys.

• High level of design literacy, with handson experience partnering with creative, design, production, and POS agencies.

• Ability to translate complex insights into clear strategic direction and commercially impactful execution.

• Demonstrated ability to lead through influence in matrixed, crossfunctional, and crossgeographical environments.

• Strong project and stakeholder management skills, balancing creativity, speed, cost, and scale.

What We'll Do for You

• Global Exposure: Collaborate with world-class leaders and gain access to global best practices and emerging technologies.

• Iconic Brands: Work with one of the most recognized brands in the world and play a key role in shaping its future.

• Learning & Development: Access to robust learning resources, including LinkedIn Learning and leadership development programs, to continuously grow your 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:
May 26, 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.

Annual Incentive Reference Value Percentage:30
Annual Incentive reference value is a market-based competitive value for your role. It falls in the middle of the range for your role, indicating performance at target.