Director, Category Management, Brazil

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 globally. Our mission is simple yet powerful: refresh the world and make a difference. The

Director, Category Management, Brazil leads the design and deployment of the Category Management strategy for theCountry, shaping the longterm growth vision for NARTD categories and ensuring optimal portfolio placement, space, and display to maximize shopper interaction and sales. The role drives datadriven planograms, visual merchandising, and stock principles, partners with RGM and Channel Execution to deliver the right OBPPC at the right time andprice, andachieves category financial targets. This is a regional, crossfunctional leadership role operating across multiple markets and retail formats, requiring strong executive influence with bottlers and key retailers, and the ability to set direction, allocate resources, and lead an operational area to deliver against the Zone’s strategic priorities. What You'll Do for Us Design Category Management strategies and guides for key markets, aligning priorities in Business Plans and expanding category influence.

Lead the Catman Community, fostering shared learnings, cases, and tools; ensure execution and tracking discipline.

Pilot and scale datadriven approaches with internal/external partners, strengthening Catman’s contribution to commercial strategy.

Build Modern Trade Category Visions by country/category; deploy datadriven planograms to secure the right shelf space, placement, and execution.

Engage retailers to land the category vision and planograms—aligned to their strategies—to grow category performance and KO portfolio results.

Partner with RGM & Channel Execution to ensure assortment, OBPPC, pricepack architecture, and availability meet shopper needs at key moments.

KeyResponsibilities 1)CategoryStrategy& Vision Own the category growth vision forBrazilacross Modern Trade; deploy the NARTD category vision consistently by retailer format.

Translate shopper & category insights into commercial strategies that drive recruitment, trial, frequency, and tradeup.

Set direction for architecture, space allocation, planograms, visual merchandising, and stock principles to meet category financial targets.

2)Insights,Analytics&PlanogramExcellence Lead holistic, datadriven diagnostics (demand moments, shopper missions, trip types, crosselasticities, spacetosales) to inform shelf and display decisions.

Build customerback narratives and topmanagementready materials that integrate multiple data sources into a compelling story.

Establish measurement frameworks to track execution quality, space compliance, incidence, rate of sale, and category health; identify continuous improvement opportunities.

3)RetailerEngagement&Execution Negotiate category principles and planograms with retailers to optimize KO and total category performance; guide macro/micro space allocation.

Improve shelf placement for KO and competitors where relevant to unlock total category value; build mutual value cases grounded in data.

Partner with KAMs to embed category strategies in Joint Business Plans and longrange plans with priority customers.

4)CapabilityBuilding &CommunityLeadership Lead the CATMAN community across theCountry; codify and lift & shift best practices, tools, and playbooks.

Design and run a CATMAN Curriculum to upskill system teams (KO + bottlers) and increase influence with key customers/categories.

Sponsor testandlearn pilots (AIassisted planograms, computer vision shelf analytics, microspace optimization, etc.) to scale what works.

5)CommercialIntegration Partner with RGM to align OBPPC, pricing, and promo with category and retailer strategies.

Work with Channel/Shopper Marketing to build occasionled activations (experiences, bundles, adjacencies) that drive incidence and frequency.

Ensure financial viability and coherence across customer agreements in theportfolio;support forecasting, scenario planning, and governance.

6) MarketEnablement& BestPractices Provide actionable insightoncategory growth opportunities to country/categoryleads;support Business Plan decisions.

Benchmark within and beyond LATAM to raise the bar on Catman tools, process, and retailer influence.

Work Focus & Competencies What the role demands: Deep understanding of retail beverages, local market dynamics, and shopper behavior acrossBrazil.

Ability to connect consumer, shopper, customer, and business levers into holistic category propositions.

Data analysis & interpretation: convert multiple data sources into clear, commercial selling stories.

Innovative mindset: pilot, learn, and scale what works; promote an environment of continuous improvement.

Executive communication: convey complex ideas clearly and build confidence with senior stakeholders and customers.

Leadership & influence: leadcrossfunctionalteams (KAMs, RGM, Shopper Marketing, Bottlers) andalignon execution.

Functional Skills – Mastery Of (Required) CategoryManagement

Channel/ShopperMarketing

CustomerManagement

RGM (incl.Segmentation, OBPPC)

System &CustomerEconomics

Turning Insights (Consumer, Shopper, Customer) into Strategy

SystemPlanning;ValuetoMarket

Project Management

StrongAnalyticalSkills

CommunicationFocus Internal: Support and alignment with RGM, Shopper Marketing, KAMs, Franchise Operations, Commercial, and Marketing across markets.

External: Seniorlevel customer engagement across the Zone and LATAM to share best practices and secure investment and implementation.

Core to the role: Advanced influencing and negotiation to land mutual category strategies.

Stakeholder Management Director level role with sustained engagement across: FranchiseLeaders (GMs) andVPs

Bottler Commercial & Marketing VPs and Directors

Internal VPs/Senior Directors across functions and markets

Local & regional Marketing, Franchise Ops, Commercial, and Customer teams

Requirements & Qualifications 7+ years leadership experience in Category Management, Customer Management, and Commercial capabilities.

Strong market knowledge (consumer needs, retail environment, category dynamics).

Proven application of category management principles (space, assortment, planograms, merchandising).

Strong planning, communication, collaboration, and project leadership skills.

Endtoendthinking from planning to execution, with System/customer, commercial, and brand acumen.

Language: Fluent Englishrequired; Spanishrequired

Travel: Regional travel as business needs require .

What We'll Do for You Global Exposure : Collaborate with world-class leaders and gain access to global best practices and emerging technologies.

Iconic Brands : Work with one of the most recognized brands in the world and play a key role in shaping its future.

Learning & Development : Access to robust learning resources, including LinkedIn Learning and leadership development programs, to continuously grow your skills.

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