Senior Manager, Customer Activation, BR

Job Description Summary:

At The Coca-Cola Company, our purpose is to refresh the world and make a difference. We’re accelerating our momentum by putting people at the center of everything we do—bringing cutting-edge excellence in marketing, innovation, and activation to life in the market.

We are seeking a Senior Manager, Customer Activation to spearhead the strategy, execution, and optimization of integrated marketing and brand activation programs across customers and channels. This role will be accountable for leading high-impact initiatives that align with global brand strategies, translating Integrated Marketing Experience (IMX) plans into groundbreaking customer-facing activations. As a leader in this space, you will balance strategic oversight with tactical execution while fostering collaboration across teams to deliver measurable business growth, through customer innovation and market differentiation.

The ideal candidate is a dynamic leader, a creative thinker, and results-driven with a proven ability to guide multifunctional teams to deliver cutting-edge customer marketing programs. This position calls for an individual who is enthusiastic about elevating iconic brands in a complex and evolving marketplace.

What You’ll Do for Us

Strategic Ownership & Market Activation Leadership

• Own and lead the overall development, implementation, and evaluation of innovative customer and channel activation programs that align with business priorities.

• Drive the customization of global and regional marketing strategies into actionable customer and locally relevant activation plans.

• Ensure deliverables exceed business objectives in volume, revenue, visibility, and brand equity, while adapting to the evolving requirements of customers and channels.

• Anticipate market trends and align customer activation campaigns to optimize market agility and consumer relevance.

Integrated Marketing Leadership (IMX)

• Steer seamless execution across all IMX touchpoints, including POS, packaging, promotions, experiential, digital, social, and local media, ensuring strategic integration and alignment with our broader marketing objectives.

• Provide oversight and leadership over cross-functional teams, including Marketing, Shopper Marketing, IMX, Digital, Media, and Sales teams, uniting efforts to execute a consistent consumer and customer journey.

• Actively champion the execution of fully integrated campaigns within company guidelines and communication frameworks, while innovating across traditional and non-traditional platforms.

Asset Optimization & Partnership Development

• Lead large-scale activation projects leveraging global assets, sponsorships, and strategic partnerships, ensuring high-impact executions across multiple platforms (retail, on-premise, experiential, PR, and digital).

• Maximize ROI by identifying opportunities to efficiently leverage internal and external assets while ensuring alignment with global branding strategies and standards.

• Maintain a strong governance framework around asset policies, company guidelines, and legal and contractual requirements.

Agency and Vendor Leadership

• Build robust partnerships with agency and supplier networks (creative, merchandising, promotions, etc.) to deliver best-in-class marketing support.

• Develop comprehensive and actionable activation briefs, guiding agencies to produce innovative and high-impact solutions in alignment with objectives and metrics.

• Drive vendor accountability through consistent management, ongoing feedback, and clear quality expectations.

Executional Excellence & Accountability

• Champion excellence in execution, delivering activation plans on time, on budget, and with the highest quality across all touchpoints.

• Continuously evaluate activation performance against KPIs to identify areas for optimization and ensure maximum effectiveness.

• Implement a feedback loop to leverage data for decision-making and integrate learnings into future activation plans, constantly improving efficiency and impact.

Leadership in Governance & Brand Advocacy

• Act as a trusted steward and champion for Coca-Cola brands by ensuring all activation materials (POS, packaging, promotions, etc.) comply with legal guidelines, internal policies, and brand protection standards.

• Support frontline teams by ensuring all assets safeguard brand trademarks and equity, while enabling effective local customization.

People & Team Leadership Responsibilities

• Provide strategic leadership to the team by connecting individual roles and responsibilities to broader organizational objectives, ensuring focus on delivering meaningful business growth.

• Coach and mentor direct and cross-functional team members, building marketing acumen and project management capabilities for long-term success.

• Foster an inclusive, collaborative, and high-performance culture, ensuring respect for diverse perspectives and driving a shared sense of accountability within the team.

• Collaborate closely with senior leadership and cross-functional teams to influence strategic decision-making and implement impactful initiatives.

Qualifications & Requirements

• Bachelor’s degree in Business, Marketing, Communications, or a related field (MBA preferred).

• 8–12 years of experience in marketing activation, customer marketing, integrated marketing, or shopper marketing, including demonstrated leadership managing cross-functional teams and agencies in a matrixed organization.

• Proven expertise transforming global and brand marketing strategies into action-oriented customer activations with measurable results.

• Strong knowledge of integrated marketing principles, consumer and shopper marketing strategies, and the dynamics of channel/customer relationships.

• Expertise in delivering excellence across IMX touchpoints, with sound project management skills and agile responsiveness in fast-moving environments.

• A history of successfully leading external partners (agencies, suppliers) with a focus on executional quality, disciplined budget management, and creative problem-solving.

• Exceptional ability to influence and collaborate with internal and external stakeholders while demonstrating strong executive presence.

• Fluent in English, with additional language skills highly regarded.

What We’ll Do for You

• Strategic Impact: Lead the way in reimagining customer and channel-oriented brand activation strategies that elevate Coca-Cola's powerful portfolio of global brands.

• Leadership Growth: Develop your leadership skills through cross-functional engagements and high-impact responsibilities across multiple touchpoints and channels.

• Career Expansion: Opportunities to excel in IMX leadership and marketing strategy roles, and a clear pathway to Director-level growth within The Coca-Cola Company.

• Professional Development: Access marketing resources, industry-leading tools, and on-demand development experiences tailored to accelerate your career trajectory.

• Purposeful Engagement: Contribute to The Coca-Cola Company’s mission of fostering communities, driving sustainability, and creating better futures for people worldwide.

Skills:

Account Management, Agency Management, Channels Strategy, Customer Relationship Management (CRM), Digital Marketing, Experiential Marketing, Leadership, Marketing Activation, Marketing Execution, Marketing Strategies, Media Strategies, Promotional Activities, Social Media, Syndicated Research, Waterfall Model

Location(s):

Brazil

City/Cities:

Rio de Janeiro

Travel Required:

26% - 50%

Relocation Provided:

No

Job Posting End Date:

março 19, 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.