**Senior Director, Media & Retail Media, LATAM** 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 Senior Director, Media & Retail Media, LATAM to lead the regional media and retail media strategy, investment frameworks, and governance agenda across the LATAM Operating Unit. This role is accountable for shaping how Coca‑Cola connects with consumers and shoppers at scale-maximizing business impact, efficiency, and competitive advantage across brands, categories, and markets. The ideal candidate is a recognized media thought leader with deep expertise in media, retail media, and performance management, and the ability to influence senior stakeholders across a complex, matrixed system. **What You'll Do for Us** + Set and lead the **LATAM Media & Retail Media strategy** , translating global IMX ambition into regionally relevant frameworks, priorities, and execution models. + Define **regional principles for DME/DMI allocation** , funnel roles, and media effectiveness across brands and categories. + Shape and scale the **LATAM Retail Media ecosystem** , partnering with Commercial teams, Bottlers, and Key Customers to unlock shopper and transaction growth. + Own **regional media governance** , including investment controls, performance standards, compliance, and audit readiness. + Drive innovation across **digital, retail media, commerce‑led media, and non‑traditional connection models** . + Act as the **senior media authority for LATAM** , influencing brand, category, and creative strategy through strong media effectiveness and performance lens. + Lead and develop a **high‑performing regional media organization** , providing leadership through Directors, Senior Managers, and agency partners. + Represent LATAM in **global IMX and media forums** , contributing to enterprise standards and transformation initiatives. **Data, Retail Media & Effectiveness Evolution (Expanded Accountability)** + Lead the development of a **unified digital and data spine for LATAM** , consolidating 1P, 2P, and 3P signals into a Human ID framework to enable precise audience mapping, personalization at scale, and enterprise‑level intelligence. + Drive **marketing and commercial effectiveness through data‑led decisioning** , aligning media signals with retail and shopper realities to increase transactions, volume, and footfall across markets. + Scale **first‑party data (1PD) as a strategic growth engine** , expanding the consumer data ecosystem toward **50M profiles by 2028** , ensuring data quality, activation readiness, and segmentation capability. + Orchestrate **cross‑functional alignment across Marketing, Commercial, Bottlers, and Global teams** , ensuring synchronization on KPIs, investment priorities, governance, and responsible data usage. + Accelerate **retail media and data partnerships across LATAM** , including retailer data collaborations, clean room initiatives, and RMN activation models to close blind spots in modern trade. + Drive a shift toward **high‑intent, behavior‑based audience strategies** , prioritizing investment against scalable cohorts (e.g., Weekly+, Intenders, Neutrals) to maximize media ROI and business impact. **Requirements & Qualifications** + Bachelor's degree required; advanced degree preferred. + **12+ years** of experience in Media Strategy, Planning, Buying, or Media Leadership. + Deep expertise in **digital media, ecommerce, and retail media networks** . + Proven experience managing **large, multi‑market media investments** . + Strong understanding of **media effectiveness, performance measurement, and data‑driven optimization** . + Demonstrated success influencing **senior leadership in complex, matrixed organizations** . + English is required. Spanish or Portuguese is required. **What We'll Do for You** + **Regional Leadership Impact** : Shape how iconic brands are experienced across Latin America at the moments that matter most-product, shelf, and purchase. + **Iconic Brands** : Lead product and retail experiences for some of the world's most loved and recognizable brands, at meaningful scale. + **Creative & Commercial Exposure** : Work at the intersection of design, brand, retail, and commercial strategy with world-class partners and global teams. + **Growth & Development** : Build senior leadership capability across product experience, shopper strategy, and enterprise influence. + **Purpose-Driven Work** : Help refresh the world and make a difference by creating experiences that deliver growth while serving consumers, customers, and communities. **Skills** Media Strategies; Influencing; Brand Equity; Marketing Strategies; Brand Identity; Brand Strategy 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. We are an Equal Opportunity Employer and do not discriminate against any employee or applicant for employment because of race, color, sex, age, national origin, religion, sexual orientation, gender identity and/or expression, status as a veteran, and basis of disability or any other federal, state or local protected class.