Director Phygital Route to Market

About the role

The Director Phygital Route to Market will lead the design and implementation of integrated physical‑digital (Phygital) commercial models across Latin America. Reporting between brand teams and commercial operating teams, the role ensures initiatives reach bottlers and customers while driving top‑line growth, product availability and superior service levels.

Key responsibilities

• Define a 5‑year strategic Phygital vision and translate it into 1‑3 year implementation projects for 67 bottler operations.
• Lead route‑to‑market (RTM) projects that increase customer contact by 5‑10% and reduce cost‑to‑serve by 1‑3%.
• Develop new order‑taking and order‑generation models, incorporating advanced analytics and AI solutions such as Suggested Order and Guided Missions.
• Design and roll out sales‑force capability programs to shift the workforce from order takers to business developers.
• Implement automation tools: real‑time order visibility, dynamic segmentation, dynamic route planning and automated dashboards.
• Leverage Advanced Analytics, Artificial Intelligence and Agentic AI to generate insights on sales‑force effectiveness and customer satisfaction.
• Lead the AURA Agentic AI initiative for commercial functions.
• Partner with supply‑chain, digital teams and external partners to create an open‑source RTM ecosystem.

Required profile

• Proven leadership in multi‑channel commercial environments.
• Experience managing large sales‑force teams and complex bottler networks.
• Strong relationship‑building skills across brand, category and customer teams.
• Track record of delivering digital transformation and Phygital initiatives at scale.

Required skills

• Advanced Analytics
• Artificial Intelligence
• Agentic AI
• Real‑time order visibility
• Dynamic segmentation
• Dynamic route planning
• Automated dashboards