Senior Director, Consumer & Shopper Insights Brazil, LATAM

Description

Summary:

At TheCoca-ColaCompany, insights power growth. As Sr. Director I, Consumer & Shopper Insights – Mexico & Brazil, you will lead the generation and activation of consumer, shopper, and category insights across two of the Company’s most critical and complex markets.Cola Company, insights power growth. As Sr. Director I, Consumer & Shopper Insights – Mexico & Brazil, you will lead the generation and activation of consumer, shopper, and category insights across two of the Company’s most critical and complex markets. Mexico and Brazil represent diverse consumer cultures, highly fragmented retail ecosystems, strong Traditional Trade, rapidly evolving digital behaviors, and significant affordability and executional dynamics. This role is accountable for translating deep human understanding, advanced analytics, and category foresight into strategies that drive market share, profitability, andlong-termbrand relevance across both markets.term brand relevance across both markets. You will serve as a senior insights leader and strategic thought partner to Marketing,Commercial, Strategy, and Bottling System leadership, whilemaintainingstrong connectivity with the LATAM and Global Insights networks. WhatYou’llDo for Us 1. Lead the Consumer & Shopper Agenda for Mexico and Brazil • Own the integrated Consumer & Shopper Insights strategy for both markets, aligning to local priorities, category needs, and global frameworks. • Provide thought leadership across categories and channels—Traditional Trade, Modern Trade,On‑Premise, eCommerce—grounded in local behaviors and tensions.

2. Translate Human Understanding Into Business Guidance • Act as the single point of accountability for consumer, shopper, and category insights, ensuring consistency in frameworks while keeping them locally relevant. • Turn human motivations, barriers, and behaviors into actionable recommendations for marketing, commercial, and innovation teams. • Influence decisions on portfolio strategy, execution priorities, media focus, and recruitment strategies through insight‑driven narratives. 3. Bring Analytical Excellence and Next‑Gen Insight Capabilities • Integrate multiple data sources—syndicated, shopper card, bottler, first‑party digital, and proprietary research—to deliver coherent, holistic insights. •Apply next‑gen insight capabilities—developed in partnership with the LATAM Human Insights team—leveragingAI/ML models, predictive analytics, behavioral science, and digital intelligence to translate signals into actionable business opportunities. •Leveragedigital ethnography, social listening, sentiment AI, and cultural intelligence to detect emerging behaviors and whitespace opportunities. 4. Lead, Inspire, and Build Capability •Drive a culture of curiosity and learning across the system, acting as the clear, influential voice of the consumer and shopper to senior leadership and bottler partners. 5. Contribute to the Regional Human Insights Network • Share learnings, frameworks, and best practices with the LATAM Insights organization to enhance regional capability. • Bring country‑level trends, signals, and insights to the OU to inform broader strategic decisions. • Represent Coca‑Cola as a thought leader in consumer and shopper understanding, internally and externally whenappropriate. Premise, and eCommerce.specific and crossmarket growth opportunities, grounded in cultural contexts, consumption occasions, and affordability dynamics.party digital data, and proprietary research into actionable insights.based consumption frameworks tailored to Mexican and Brazilian consumers.driven sentiment analysis to detect emerging behaviors, tensions, and white spaces.toend retail commercialization process by delivering insights that inform innovation, packaging, pricing, activation, and execution standards.based selling stories, scorecards, and execution metrics that elevate customer conversations with key retailers and Traditional Trade partners.and longterm impact of marketing investments across brands, channels, and touchpoints.performing, multimarket insights team, fostering curiosity, experimentation, and continuous learning.Cola as a thought leader in consumer and shopper insights, both internally and externally when appropriate. Qualifications & Requirements Bachelor’s degreerequired in Marketing, Business, Behavioral Sciences, Analytics, or related field; Master’sdegree preferred.

12+ years of experience in Consumer Insights, Shopper Insights, Market Research, Analytics, Category Management, or Innovation within CPG or related industries.

Deep understanding of LATAM retail environments, with strong experience in Traditional Trade, Modern Trade,OnPremise, and digital channels.

Proven ability to influence senior leaders and drive decisions across complex, matrixed, and multimarket organizations.

Strongexpertisein Nielsen, Kantar/Worldpanel, shopper data, and proprietary research platforms.

Demonstrated experience with advanced analytics, AI/ML applications, andnext-geninsightsecosystems.

Exceptional storytelling, data visualization, andfactbasedselling skills.

Strongpeopleleadership capabilities witha track recordof building and inspiring diverse teams.

Ability to manage multiple priorities,operatewith autonomy, and thrive in ambiguity.

Fluent in English and Spanish or Portuguese;proficiencyin all three is a strong advantage.

What We Can Do for You Iconic Brands in Critical Markets: Lead insights forCoca-Cola’stwo largest and most influential markets in Latin America.Cola’s two largest and most influential markets in Latin America.

Enterprise LevelImpact: Shape decisions that influence brands, customers, bottlers, and millions of consumers every day.Level Impact: Shape decisions that influence brands, customers, bottlers, and millions of consumers every day.

Exposure toWorld-classLeadership: Partner with Mexico, Brazil, LATAM, and Global leaders across marketing, strategy, and insights.Class Leadership: Partner with Mexico, Brazil, LATAM, and Global leaders across marketing, strategy, and insights.

Growth & Learning Culture: Be part of a learning organization that values curiosity, innovation, and bold thinking.

Skills: Advertising, Analytics, Customer Insights, Data Analysis, Marketing, Researching