Director

Role Overview

• Lead the development and execution of the LATAM category strategy, defining target consumers, category roles, positioning, and growth priorities aligned to global and regional objectives.
• Translate category strategy into integrated marketing approaches, shaping communication frameworks, media strategies, shopper programs, and activation models across channels.
• Champion consumer‑ and shopper‑centric thinking, leveraging segmentation, demand spaces, and behavioral insights to increase relevance, preference, and consumption.
• Guide the deployment of category marketing strategies, including advertising, digital, media, shopper marketing, promotions, experiential, and customer‑led activation.
• Ensure consumer and customer experiences are consistent with category and brand strategy, across touchpoints and routes‑to‑market.
• Monitor category performance and effectiveness, using KPIs and insights to optimize impact, ROI, and learning.
• Identify and unlock growth opportunities through portfolio optimization, innovation, renovation, and expansion grounded in insight and business potential.
• Influence category‑level prioritization and investment decisions, ensuring resources are focused on the highest‑value opportunities.
• Lead and develop category talent, providing direction, coaching, and capability building for managers and individual contributors.
• Drive continuous improvement in ways of working, increasing speed, effectiveness, and scalability across markets.
• Communicate and influence senior stakeholders, presenting category strategies, performance updates, and recommendations.
• Partner cross‑functionally with Brands, IMX, Commercial, RGM, Media, Franchise, and Bottler teams to enable integrated, system‑wide execution.

Requirements

• Bachelor’s degree required in Marketing, Business, or related field
• 8–10+ years of experience in category leadership, marketing strategy, brand management, or related disciplines, ideally within FMCG / CPG.
• Demonstrated experience leading category or brand strategies with measurable business impact.
• Strong capability in consumer understanding, segmentation, positioning, and integrated marketing execution.
• Ability to analyze complex business challenges and translate insights into clear, actionable strategies.
• Proven ability to influence cross‑functional stakeholders in matrixed organizations.
• Strong communication and storytelling skills, with comfort engaging senior leaders.
• Experience leading or developing teams in multi‑market or regional environments.

Benefits

• Health insurance
• 401(k) matching
• Career Development support
• Employee resource groups