Senior Director Modern Trade and Customer Strategy

About the role

Join the world’s most iconic beverage brand and shape the future of Modern Trade across LATAM. You will lead a regional agenda to scale Modern Trade as a profitable growth engine, aligning the company, bottlers, hubs, key customers and cross‑functional partners around a unified strategy.

Key responsibilities

• Define and deploy the LATAM Modern Trade strategy, setting channel ambition, priority formats and profitability objectives.
• Build integrated commercial plans that connect shopper insights, customer needs, brand strategy, portfolio, RGM, service models and execution standards.
• Lead customer strategy and value‑creation frameworks for priority accounts, enabling stronger joint business plans, segmentation and partnership models.
• Align senior stakeholders across franchise, customers, RGM, marketing, finance, supply chain, digital commerce and bottling partners.
• Codify and scale best practices across LATAM through hubs, franchise teams, bottlers and capability experts.
• Use data‑led insights to size opportunities, prioritize initiatives, build business cases and track value creation.

Required profile

• 10+ years of senior leadership experience in modern trade, customer strategy, commercial planning, RGM, category management or related commercial functions.
• Strong analytical capability to translate data, shopper insights and customer performance into actionable strategies.
• Proven ability to influence senior stakeholders, align the system and drive profitable growth across markets and bottling partners.
• Excellent communication, relationship‑building and storytelling skills with internal and external senior audiences.
• Experience using digital tools, customer insights and capability programs to strengthen execution and decision making.