Director Media Cons. & Shopper – CENTRO

Define and execute the regional media strategy for Coca Cola operations in 12 countries across Centro Latam Region.
Transformative and business-oriented team leader driving the Media Centro agenda across to fulfill w+ growth and best marketing company ambition.

Function Related Activities/Key Responsibilities:

-Media/Digital transformation principles to Coca Cola System
-Educating the System on media strategy initiatives and principles that inform our B&B experiences
-Portfolio management 
-Audience Growth Strategy and activation at scale
-Building connections and scalable experiences between OpenX media partners and Studio X hubs, unlocking JBPs value
-WoW and standardized processes 
-Agency management / Led the Media Centro OpenX relationship 

2. BUSINESS OPERATIONS
-Brilliant and integrated operations across Media Centro to link media ops to business objectives
-Performance monitoring, optimization, adaptation, reporting
-Campaign learnings & best practices sharing
-Effective teams set up, upskilling and integration
-Market overview and competitive analysis
-Audit and buying efficiency
-Responsible marketing policy reporting
-Budget reconciliations & PO approvals

3. DIGITAL TRANSFORMATION
-Digital first media investment strategy
-Programmatic supply path optimization
-Integrated Digital OKRs w/ IMX Digital Platforms
-Retail Media Networks
-Real time activation & boosting
-Digital Data Strategy 
-Digital planning principles 
– 1PD CAN  model and NT connections across Centro
-Data partner testing agenda

4. MEASUREMENT & DATA GOVERNANCE
-Data collection and governance through tools – Lumina, Digital Dashboard, Data Media Lake
-Greater automation adoption in reporting and AI application in media
-Mix Marketing Modeling
-Testing new tech and capabilities

WHAT YOU WILL DO FOR E2E/MEDIA CENTRO?

•    Define the Media strategy and plan to bring to life the E2E strategy in each market.
•    Lead the development of connections plans across brands/campaigns, recommending allocation of activation DME to different consumer / shopper touchpoints.
•    Step-change the way we think (and act) about connections and media, shifting from exposure to experience, to a “people centric” (Omni) approach.
•    Ensure we have the most effective and efficient media plans for our brands, out-performing versus competitors in all brand program KPIs.
•    Coordinate media buying with Mkt PS (procurement), making sure The Coca-Cola Company is performing an efficient buying and receiving maximum value out of the negotiations.
•    Control media investment (real vs planned), approving the Agency buying orders, shifts and invoices and recommending corrective actions when necessary.  Preparing budget evolution information (real vs. planned investment) and revising and approving the media buying POs sent Agency and Media.
•    Support all the auditing processes with media-related questions
•    Recommend the ideal Direct Marketing Experience, split by brand and channel to all of our portfolio of brands
•    Constantly checking and reporting to current status of our brand presence in the various channels: Copy Rotation, Child Policy, productivity, among others.
•    Partner to track and evolve the existing media and digital measurement discipline, ensuring maximum utilization of existing protocols and tools, and leveraging learnings
•    Work in partnership with bottlers to ensure that we are capturing the right opportunities in each one of the countries of South Cone.
•    Work to ensure the social media cycle (listen-speak-react-amplify) is being followed to enriched to deliver the right conversation at the right time to the right consumer/shopper
•    Establish a routine with the crisis management team in order to solve potential issues in social media in a timely manner
•    Lift and shift best practices from other OUs and global teams in how to establish an effective and efficient social media plans. Implement a single WoW for media and social
•    Leverage all the potential synergies in the media planning and negotiation within the Operational Unit
•    The Consumer and Shopper Media leader is a knowledgeable and thought leader in the areas of Media Beliefs, Media Productivity and Social media activation.
•    He/she is a key player in the IMX (Integrated Marketing Experience) team, understanding the consumer/shopper and the competitive landscape and defining strategies and tactics to better connect with each brand’s audience.

Education & Related Work Experience

• 10+ years of progressive, senior‑level experience in media strategy, planning, and operations, with a proven track record of leading cross‑market (regional or multi‑country) initiatives.

• Must-have: Direct background in media agencies and/or media platforms/vendors, with hands‑on experience in negotiation, planning, and buying, not just budget oversight.

• Demonstrated ability to partner with Marketing in the field to connect planning with execution and commercial delivery.

• Experience operating within cross‑functional and cross‑geographical teams and influencing non‑direct reports.

• Developing and ensuring implementation of multiple activities needed to reach targets

• Proven ability to turn complex, multi‑source inputs (business planning sessions, performance data, market analysis) into simple, actionable market playbooks.

•  Leading strategic conversations, negotiations and alignment with senior and key stakeholders.

• Fluent English and Spanish are required.

Functional Skills – MASTERY OF (REQUIRED) 

• •    MEDIA STRATEGY, PLANNING AND IMPLEMENTATION
  •    DIGITAL MARKETING  
  •    AUDIENCE PLANNING
  •    BRAND STRATEGY 
  •    AGILE WAYS OF WORKING 

Media Planning; Social Media; Influencing; Brand Strategy; User Experience (UX) Design; Omnichannel Strategy; Design Thinking; Media Buying; Marketing; Audience Engagement; Influencer Marketing; Data Insights; Storytelling; Market Segmentation; Digital Media; Ideas Generator; AI Concepts; Portfolio Strategies; Negotiation; Agile