Director Media & Retail Media Mexico

Job Description Summary:

• 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 of more than 200 brands enjoyed by millions of consumers every day. Our mission is simple yet powerful: refresh the world and make a
  difference.

  
  We are seeking a Director, Media & Retail Media – Mexico to lead the end-to-end media and retail media strategy, investment, and performance agenda—while driving the transformation of media into a true growth engine for the business.

  This role goes beyond delivering effective plans. It is about redefining how media creates impact across the full consumer and shopper journey, elevating its role within IMX through stronger integration, sharper investment decisions, and a step-change in effectiveness.

  The Director will act as a key orchestrator across Brand, IMX, Commercial, Bottlers, and Agencies, ensuring media is not only executed well—but shapes growth, culture, and competitive advantage.

  What You’ll Do

  1. Media & Connection Strategy Leadership

  
  • Define and lead full-funnel media strategy, balancing brand building and demand generation
  • Translate business and brand priorities into integrated connection plans
  • Shift from channel-centric to audience-centric planning
  • Influence brand and creative strategy through a media effectiveness lens.

  2. Media Transformation Leadership

  
  • Lead the evolution of media from an execution function to a strategic growth driver within IMX

  
  • Challenge and redefine how media contributes to:
  • Brand equity
  • Demand generation
  • Commerce acceleration
  • Drive a step-change in:
  • Media effectiveness (quality over quantity)
  • Investment productivity
  • Connection planning sophistication
  • Introduce and scale new ways of working:
  • Faster optimization cycles
  • Test & learn at scale
  • Simpler, high-impact planning frameworks
  • Identify and unlock non-traditional opportunities (retail media, content ecosystems, partnerships)
  • Actively shape the future media agenda, not just execute current plans

  3. Retail Media & Commerce Acceleration

  
  • Lead the Retail Media agenda, unlocking growth across key customers and RMNs

  
  • Integrate commerce, shopper, and media strategies
  • Partner with Commercial and Bottlers to maximize conversion and in-market execution.

  4. Investment Governance & ROI

  
  • Own media investment strategy, allocation, and governance
  • Ensure rigor in:
  • Budget control (planned vs actual)
  • ROI tracking and optimization
  • Drive clear prioritization and trade-offs at scale
  • Lead agency and partner negotiations alongside Procurement

  5. Measurement, Data & Optimization

  
  • Build and lead a data-driven media ecosystem
  • Translate data into clear, actionable decisions
  • Strengthen frameworks:
  • MMM
  • Attribution
  • Incrementality testing
  • Embed a test-and-learn culture with defined learning agendas.

  6. System Leadership & Influence
  • Act as the senior media authority in-market
  • Lead alignment across:
  • IMX
  • Brand teams
  • Commercial & Bottlers
  • Finance & Global teams
  • Ensure one integrated media approach
  • Elevate media as a strategic voice in business decisions

  7. Capability Building & Transformation

  
  • Build internal capabilities in:
  • Audience planning
  • Retail media
  • Measurement & effectiveness
  • Elevate agency output and ways of working
  • Drive simplification, speed, and clarity in execution

  What We’re Looking For

  Experience
  • 12+ years in media strategy, planning, and investment management
  • Strong experience across:
  • Digital & performance media
  • Brand media (offline + online)
  • Retail media / eCommerce ecosystems
  • Experience managing large-scale media investments
  • Background in agency, media owner, or client-side.

  What Success Looks Like

  
  • Media becomes a true growth driver, not just an execution function
  • Clear connection between media investment and business outcomes
  • Shift from volume-driven execution to high-impact, insight-led investment
  • Strong integration across brand, commerce, and media
  • Improved ROI, effectiveness, and competitive advantage
  • Organization adopts a more disciplined, data-driven, forward-looking media mindset

  Why This Role Matters

  This is a unique opportunity to:
  • Shape media strategy for iconic brands at scale
  • Lead the transformation of IMX in a critical market
  • Operate at the intersection of creativity, data, and commerce
  • Build the future of how media drives growth

  • 
     

  What We'll Do for You

  • Expanded Scope: Own meaningful pieces of the category agenda across markets.
      

  • Leadership Development: Build strategic and enterprise leadership capabilities.
     

  • Iconic Brands: Help shape category growth across some of the world’s most loved brands.
     

  • Career Acceleration: Prepare for Director level leadership in a global organization.

Skills:

Brand Architecture, Brand Positioning, Channel Management, Competitor Analysis, Consumer Segmentation, Creative Process, Digital Media Strategy, Group Problem Solving, Leadership, Marketing Goals, Marketing Strategies, Media Buying, Media Planning, Media Strategies, Quantitative Research, Social Media Strategies, SWOT Analysis, Team Management

Location(s):

Mexico

City/Cities:

Mexico

Travel Required:

26% - 50%

Relocation Provided:

No

Job Posting End Date:

April 21, 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.