Location(s): Brazil
City/Cities: Rio de Janeiro
Travel Required: 26% - 50%
Relocation Provided: No
Job Posting End Date: February 27, 2026
Shift:
Job Description Summary
At The Coca‑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, and long‑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, while maintaining strong connectivity with the LATAM and Global Insights networks.
What You’ll Do 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—leveraging AI/ML models, predictive analytics, behavioral science, and digital intelligence to translate signals into actionable business opportunities.
Leverage digital 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 when appropriate.
Qualifications & Requirements
Bachelor’s degree in Marketing, Business, Behavioral Sciences, Analytics, or related field; Master’s degree 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, On‑Premise, and digital channels.
Proven ability to influence senior leaders and drive decisions across complex, matrixed, and multimarket organizations.
Strong expertise in Nielsen, Kantar/Worldpanel, shopper data, and proprietary research platforms.
Demonstrated experience with advanced analytics, AI/ML applications, and next‑gen insights ecosystems.
Exceptional storytelling, data visualization, and fact‑based selling skills.
Strong people leadership capabilities with a track record of building and inspiring diverse teams.
Ability to manage multiple priorities, operate with autonomy, and thrive in ambiguity.
Fluent in English and Spanish or Portuguese; proficiency in all three is a strong advantage.
What We Can Do for You
Iconic Brands in Critical Markets: Lead insights for Coca‑Cola’s two largest and most influential markets in Latin America.
Enterprise Level Impact: Shape decisions that influence brands, customers, bottlers, and millions of consumers every day.
Exposure to World‑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
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.
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