Senior Director, Direct to Consumer (D2C) Digitalization

The Coca–Cola Company is seeking a Senior Director, Direct to Consumer (D2C) Digitalization in Mexico to lead and scale the company’s D2C business. This role is responsible for defining the end to end strategy, driving sustainable revenue growth, and ensuring profitable channel performance through worldclass digital, marketing, data, and technology capabilities. 

The role has full accountability for the Digital develop of the D2C channel, acting as a strategic partner to Coca–Cola bottlers in Mexico, and leads cross–functional teams to deliver exceptional consumer experiences across digital platforms. 

Key Responsibilities 

In terms of Strategy & Commercial Leadership 

• Define, own, and execute the D2C digitalization vision and multiyear growth strategy for Coca–Cola in Mexico. 
• Lead the P&L of the D2C channel with full accountability for Revenue, Monthly Buyers, (DME) Investment Budget, and Channel Profitability. 
• Identify and unlock new growth opportunities across platforms, categories, and consumer segments. ​

​Marketing, Media & CRM Leadership 

• Lead the Marketing & CRM function, including Media, Customer Acquisition, Engagement, and Retention strategies. 
• Define data driven acquisition and lifecycle strategies to increase frequency, lifetime value, and loyalty of D2C consumers. 
• Partner with internal and external teams to enhance brand visibility, performance marketing efficiency, and CRM effectiveness. ​

Data & Analytics 

• Own the D2C data strategy, ensuring advanced analytics, insights, and measurement capabilities across the consumer journey. 
• Leverage data to drive decision-making on marketing investment, pricing, promotions, and personalization. 
• Promote a culture of test and learn and continuous optimization supported by robust reporting and insights. ​

Technology & Digital Platforms 

• Provide functional leadership to the Technology team responsible for the development, evolution, and stability of D2C digital platforms. 
• Ensure the technology roadmap supports business growth, scalability, performance, and security. 
• Partner closely with global and regional technology teams to align local execution with enterprise standards. 

Stakeholder Management 

• Lead the strategic and operational relationship with the 7 Coca–Cola bottlers in Mexico. 
• Drive alignment across bottlers, corporate, and digital teams to ensure flawless execution of the D2C model. 
• Act as a senior stakeholder manager, influencing cross functional leaders and aligning multiple agendas toward common D2C objectives. 

​Required Experience & Qualifications 

• Proven senior leadership experience in D2C, eCommerce, Digital Business, or Omnichannel roles, ideally within FMCG, retail, or consumerfocused industries. 
• Strong track record of owning and scaling a P&L with clear responsibility for revenue growth and profitability. 
• Deep expertise in digital marketing, CRM, performance media, and customer lifecycle management. 
• Solid understanding of data, analytics, and technology platforms  enabling D2C businesses. 
• Experience working in complex, matrixed organizations and managing multiple senior stakeholders and partners. 
• Ability to operate at both strategic and executional levels, driving results in a fast paced environment. 
• Excellent leadership, communication, and influencing skills.