Director Phygital Route to Market

Job Description Summary:

Our vision is loved brands, done sustainably, for a better shared future. We strive to provide cutting-edge excellence in ingredients, innovation, design, and marketing. This role serves as the lead in the organization between the category/brand teams and commercial operating teams to communicate initiatives to bottlers and customer teams. The successful candidate should be able to demonstrate, relationship building and leadership capabilities while working across multiple channels

What You’ll Do for Us 

• This role is responsible for proposing, developing, and implementing Phygital Route to Market models to deliver high service level, cost-effective, generating top line increase, high product availability and market share in the market, and outstanding customer service level.
• Responsible to design and align a long-term strategic Phygital vision over 5 years horizon and translate it into specific implementation projects to be deployed with each Bottler operation over short-term horizons (1 – 3 years).
• Role scope consists of leading and implementing route to market models across all 39 LATAM markets, covering 67 Bottlers operations with 4.8MM customers served on average 1.5 visits per week through 20K frontline sales force team.
• Typical route to market projects delivers 5% to 10% increase in customer contact and reduction of 1% to 3% cost to serve in a Bottler operation.
• Scope also considers design, implementation, and continuously evolve our Phygital RTM framework from Order to Satisfaction, incorporating new capabilities towards a real time fully integrated Platform, delivering high reliability, and exceling in customer satisfaction.
• More specifically, develop and implement new order taking and order generation models to provide flexibility (anytime, anywhere) required by our customers and consumers, including advanced analytics and Artificial Intelligence based solutions such as Suggested Order and Guided Missions.
• Design, develop, and deploy sales force capability building programs to evolve the role of sales force from “order takers” to “business developers”.
• Evolve our automation capability solutions with new functionalities, such as real time order visibility from multiple order entry, dynamic segmentation, dynamic route planning, automatic dashboards to support frontline pre-sellers and supervisors to become a business consultant to the customer in the new Phygital environment. 
• Leverage Advanced Analytics, Artificial Intelligence models and Agentic AI to generate insights on how to increase sales force effectiveness, and how to improve customer satisfaction levels.
• Lead AURA Agentic AI initiative to develop and deploy agentic systems for commercial functions.
• Partner with Supply Chain OU team and Digital team to develop and implement solutions to improve flexibility in our service models to match customer and consumer expectations.
• Partner with external vendors, academia, and startups under an open-source organization approach to create RTM ecosystems, expand System reach, and improve economics.

Qualifications & Requirements 

• 10+ years of proven experience in Commercial Execution with strong skills in Route to Market, or Route to Consumer, and Value to Market, Innovative thinking,
• Advanced working knowledge of Digital solutions, such as chatbot, large language models – ChatGPT, Claude, digital apps, etc.
• Proven system knowledge including RTM and Customer, deep understanding of the complexities of the System, such as bottler economics and system leverages, processes, and tools to optimize solutions with our customers across channels.
• Deep understanding of sales force standard operating routines, processes, compensation schemes, and metrics.
• Solid data interpretation skills – ability to understand complex data and ability to explain to Customers, Bottlers, etc. in a way that is meaningful to their business needs.
• Demonstrate the ability to effectively communicate and build relationships at all organizational levels; communicates long-term vision and shorter-term opportunities through clear & simple messages.
• People leadership/management – specifically, managing virtual teams and influencing multiple stakeholders with different priorities.
• Desirable to have proven Bottler experience
• Strong track record of leadership across cross-functional teams

What We Can Do For You 

• Iconic Brand: Work on the most recognized brand in the world and be part of developing the brands next chapter. 
• Exposure to World Class Leaders: Availability to global marketing leaders that will expand your network and exposure you to emerging digital platforms and marketing insights.  
• Creative Team Culture: Be inspired by the best brand leaders and agencies in the world, which creates a creative culture that supports taking risks and innovation. 

Skills:

Brand Management, Category Management, Communication, Competitor Analysis, Digital Marketing, Finance Strategy, Financial Forecasting, Integrated Marketing, Key Performance Indicators (KPI), Leadership, Marketing Campaigns, Marketing Strategies, Media Planning, Microsoft Office, People Management, Price Management, Product Roadmapping, Promotional Strategies, Sales Analysis, Search Engine Marketing (SEM), Search Engine Optimization (SEO), Teamwork, User Experience Analysis

Location(s):

Mexico

City/Cities:

Mexico

Travel Required:

00% - 25%

Relocation Provided:

No

Job Posting End Date:

August 18, 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.