D2C Digitalization & Transformation Senior Manager

Role focused on develop and implement a comprehensive digital transformation strategy focused on enhancing the D2C (En tu Hogar by Coca-Cola ecosystem) for the Coca-Cola system in Mexico, (7 Bottlers National Level).  

Position Overview: 

• Development and execution of strategies for home digitalization. 

• Development and execution of strategies for the modernization of the offline channel, focusing on operational discipline management and tracking, as well as data capture and analysis. 

• Market presence to ensure execution and identify new opportunities. 

• Creation of growth strategies based on data, such as improving average ticket value, increasing category penetration in households, and enhancing customer retention and loyalty. 

• Collaboration with Bottlers to support and expedite recruitment plans and the acquisition of new households. 

• Monitoring channel indicators (revenue, monthly buyers, volume, conversion). 

• Alignment of initiatives in accordance with strategic priorities with Mexico's seven bottlers. 

• Design of Monthly/Promotional Period Picture of Success 

• Execution of initiatives, ensuring proper implementation of activities in the channel. 

• Tracking initiatives (Total system promotional calendar). 

• Monitoring channel results. 

• Daily tracking of channel performance. 

• Regular market visits to oversee channel operations 

• Complex and multiple interactions with all bottler partners and key customers at both Leadership/ Executive level for inspiration and engagement (buy-in) as well as with Operational teams for project development and implementation.    

Management: 

• Lead agenda with key stakeholders and create regular meetings and checkpoint to deliver the targets. 

• Collaborate with cross-functional of Coca-Cola Company and Bottlers to align the channel strategy. 

• Develop, manage, and optimize the budget for the D2C channel, ensuring efficient allocation of resources to meet strategic objectives. 

Required Skills: 

• Results-Oriented Mindset: Demonstrated ability to set and achieve ambitious goals, consistently driving performance to meet and exceed business objectives in the Direct-to-Consumer channel. Proven track record of delivering measurable results, such as increased revenue, market share, and customer retention. 

• Strong Commercial Acumen: Deep understanding of commercial strategies, market dynamics, and consumer behavior. Ability to develop and implement innovative sales and marketing initiatives that enhance market penetration, drive category growth in households, and maximize profitability. 

• Expert Negotiation Skills: Proven expertise in negotiating with bottlers, suppliers, and strategic partners to secure favorable terms and align on initiatives. Skilled at fostering collaborative relationships that accelerate recruitment plans and the acquisition of new households. 

• Proactive Leadership: Highly self-motivated with the ability to anticipate market trends and proactively identify opportunities for growth and improvement. Demonstrates initiative in developing solutions and strategies ahead of emerging industry trends, ensuring the channel remains competitive and innovative. 

• Teamwork and Collaboration: Excellent team player with strong leadership and interpersonal skills. Capable of effectively collaborating with cross-functional teams and stakeholders, including the seven bottlers in Mexico, to align initiatives with strategic priorities. Committed to fostering a positive team environment to achieve collective goals and ensure the successful implementation of channel activities. 

Broad Expertise In (Good To Have) 

• Digital Trends Expert, Particularly On Commercialization And Technology Development. 

• Thought, Strategic And Cultural Leader With Strong Communication And Influence Power. 

• Systemic Thinking: Understands And Integrates The Elements Of A Whole. 

• Change Agent With A Continuous Improvement And Positive Challenge Mindset. 

• Value Chain Understanding. 

• Tech And Digital Savvy, Both On Tools/Practices And In Business Implementation 

• Project Management: Ability To Use Appropriate Tools And Techniques To Plan And Manage Resources, Including Key Goals & Milestones Definition And Effective Steering Mechanisms 

• Commercial And Customer Development  

• Knowledge Of the Beverage Industry (Or Other FMCG) And Its Commercialization Dynamics 

• Financial & Economic Analysis Capabilities: Ability To Understand And Analyse Financial Data To Support Decision-Making 

Profile: 

• Bachelor’s degree. MBA preferred. 

• Nivel Licenciatura/Ingeniería. 

• Experiencia en la industria de consumo masivo. 

• Experiencia en áreas de operación, ejecución y trade marketing.  

• Holistic, business thinking in order to anticipate trends to capture value and discern between those and temporary fades. 

• Strong communication skills (English is a plus) 

• Experience with:  

• Capabilities creation 

• Technology workbench and application 

• Design, Plan, Implement & Execute Business Strategy 

• Information Technology 

• Trends understanding. Quantitative & Qualitative Studies.  

• Data Acumen 

• Innovation Process  

• Stakeholder management 

Preferred 

• Digital experience preferred  

• Leadership Skills 

• Operations And Franchise Leadership