Director, Shopper & Retail Experience, Mexico

AtThe 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

We are seeking a Director, Product & Retail Experience, Mexico to lead the regional strategy and execution for how our brands come to life throughproduct design, packaging, visual identity systems, and retail & shopper experiencesacross Latin America. This role plays a critical part in translating brand equity intoiconic shelf presence, shopper conversion, and transactional growth, while ensuring consistency, relevance, and scalability across markets and channels.

The ideal candidate brings strongexpertiseacross product experience, design, and retail execution, paired with commercial acumen and the ability to influencecrossfunctionalpartners in a matrixed organization. This is a highly visible role for a leader passionate about shaping how brands are experiencedon shelf, in hand, and in moments of choice.

WhatYou’llDo 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 brandbig ideasand 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 andLATAMledinitiatives.

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

• Ensure packaging and product design strengthen iconic brand assets, differentiateatshelf, 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 andtimelyexecution 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.

CrossFunctionalLeadership & Collaboration

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

• Lead and develop highperformingteams 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 fieldrequired; 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.

• Strongexpertisein shopper insights, channel strategy, andendtoendconsumer and shopper journeys.

• High levelof design literacy, withhandsonexperience 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, andcrossgeographicalenvironments.

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