Ilse Parra asume como Sr. Director de Media & Retail Media en The Coca-Cola Company LATAM. Su reto: convertir data, plataformas y retail media en ventaja competitiva real. Ilse Parra fue nombrada Sr. Director de Media & Retail Media LATAM en The Coca-Cola Company, una posici\u00f3n que hoy no se limita a la gesti\u00f3n de medios, sino que define c\u00f3mo las marcas compiten en el entorno digital. Su llegada no es casual: responde a una transformaci\u00f3n estructural donde el control del punto de contacto con el consumidor \u2014y los datos que genera\u2014 se ha convertido en el activo m\u00e1s disputado. Parra aterriza en este rol tras un paso reciente por Grupo Lala, donde lider\u00f3 la construcci\u00f3n desde cero de la funci\u00f3n digital y de comercio. No se integr\u00f3 a una estructura existente; la dise\u00f1\u00f3. Desde estrategia hasta ejecuci\u00f3n, desarroll\u00f3 capacidades de media, data y alianzas con plataformas en un portafolio de m\u00e1s de 12 marcas, adem\u00e1s de fundar la pr\u00e1ctica de retail media. El resultado fue posicionar a Lala como un competidor digital relevante en una categor\u00eda tradicionalmente rezagada.Foto \u00a9RevistaCreativa<\/p>\n","protected":false},"excerpt":{"rendered":"
Ilse Parra asume como Sr. Director de Media & Retail Media en The Coca-Cola Company LATAM. Su reto:<\/p>\n","protected":false},"author":1,"featured_media":2397,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[1,15,58,200,90,56],"tags":[14,12,13,239,24,364,363,9],"class_list":["post-2396","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog","category-business","category-marketing-advertising","category-marketing-y-publicidad","category-promociones","category-publicidad-y-marketing","tag-advertisinginfluencers","tag-creativala-idea","tag-revistacreativa","tag-btl","tag-business","tag-disenoindustrial","tag-p-o-p","tag-photoshop"],"aioseo_notices":[],"featured_image_urls":{"full":["https:\/\/revistacreativa.com\/wp-content\/uploads\/2026\/05\/ILSE-PARRA.png",1532,1027,false],"thumbnail":["https:\/\/revistacreativa.com\/wp-content\/uploads\/2026\/05\/ILSE-PARRA-150x150.png",150,150,true],"medium":["https:\/\/revistacreativa.com\/wp-content\/uploads\/2026\/05\/ILSE-PARRA-300x201.png",300,201,true],"medium_large":["https:\/\/revistacreativa.com\/wp-content\/uploads\/2026\/05\/ILSE-PARRA-768x515.png",640,429,true],"large":["https:\/\/revistacreativa.com\/wp-content\/uploads\/2026\/05\/ILSE-PARRA-1024x686.png",640,429,true],"1536x1536":["https:\/\/revistacreativa.com\/wp-content\/uploads\/2026\/05\/ILSE-PARRA.png",1532,1027,false],"2048x2048":["https:\/\/revistacreativa.com\/wp-content\/uploads\/2026\/05\/ILSE-PARRA.png",1532,1027,false],"morenews-featured":["https:\/\/revistacreativa.com\/wp-content\/uploads\/2026\/05\/ILSE-PARRA-1024x686.png",1024,686,true],"morenews-large":["https:\/\/revistacreativa.com\/wp-content\/uploads\/2026\/05\/ILSE-PARRA-825x575.png",825,575,true],"morenews-medium":["https:\/\/revistacreativa.com\/wp-content\/uploads\/2026\/05\/ILSE-PARRA-590x410.png",590,410,true],"mailpoet_newsletter_max":["https:\/\/revistacreativa.com\/wp-content\/uploads\/2026\/05\/ILSE-PARRA-1320x885.png",1320,885,true],"woocommerce_thumbnail":["https:\/\/revistacreativa.com\/wp-content\/uploads\/2026\/05\/ILSE-PARRA-300x300.png",300,300,true],"woocommerce_single":["https:\/\/revistacreativa.com\/wp-content\/uploads\/2026\/05\/ILSE-PARRA-600x402.png",600,402,true],"woocommerce_gallery_thumbnail":["https:\/\/revistacreativa.com\/wp-content\/uploads\/2026\/05\/ILSE-PARRA-100x100.png",100,100,true]},"author_info":{"info":["mialex2"]},"category_info":"Blog<\/a> Business<\/a> Marketing & Advertising<\/a> Marketing y Publicidad<\/a> Promociones<\/a> Publicidad y Marketing<\/a>","tag_info":"Publicidad y Marketing","comment_count":"0","_links":{"self":[{"href":"https:\/\/revistacreativa.com\/index.php?rest_route=\/wp\/v2\/posts\/2396","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/revistacreativa.com\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/revistacreativa.com\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/revistacreativa.com\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/revistacreativa.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=2396"}],"version-history":[{"count":1,"href":"https:\/\/revistacreativa.com\/index.php?rest_route=\/wp\/v2\/posts\/2396\/revisions"}],"predecessor-version":[{"id":2398,"href":"https:\/\/revistacreativa.com\/index.php?rest_route=\/wp\/v2\/posts\/2396\/revisions\/2398"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/revistacreativa.com\/index.php?rest_route=\/wp\/v2\/media\/2397"}],"wp:attachment":[{"href":"https:\/\/revistacreativa.com\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=2396"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/revistacreativa.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=2396"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/revistacreativa.com\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=2396"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}