Director, Brand Management, Stills & ARTD

Role Purpose 

The Director, Brand Management – GB leads the development and execution of brand strategy for a major brand or group of brands within the GB portfolio. This role is responsible for driving brand growth through clear strategic choices, disciplined planning, consumer driven insights, high-quality activation, and best in class execution across the full end-to-end marketing cycle. 

The Director Brand Management reports into the Senior Director. A key responsibility of this role is to collaborate with the local network team, the Bottling Partner; the Agency Partners and with central category teams.  
-  Senior Director owns system level leadership and engagement with global category teams, the Europe Operating Unit, Franchise leadership, and senior cross functional partners. 
- Director ensures that all brand strategies, plans, and initiatives align with broader portfolio direction and system expectations, providing high quality inputs and recommendations that support the total GB marketing vision. 

The Director will manage 1 or more Senior Manager and works through extended cross functional teams to deliver outstanding brand marketing, commercial relevance, and consumer impact across channels. This role requires strong leadership, analytical rigor, creativity, and the ability to influence and orchestrate across a complex internal and external ecosystem. 

What You’ll Do for Us 

Brand Strategy & Annual Planning 

• Lead development of the long-term brand strategy, and growth priorities for the assigned brand(s). 

• Build annual brand plans translating consumer insights, market dynamics, and strategic opportunities into clear activation plans and KPIs. 

• Ensure plans are aligned with the GB portfolio vision, global direction, and Operating Unit guidance. 

• Identify opportunities to outperform competition and drive sustainable share gains. 

Innovation Leadership 

• Lead innovation, including concept refinement, product and packaging requirements, and market readiness actions. 

• Ensure innovation is grounded in consumer insights, brand strategy, and commercial opportunity. 

• Partner with R&D, RGM, Commercial, and Supply Chain teams to deliver successful launches and strong in market performance. 

Creative Excellence & Integrated Marketing Experience Collaboration 

• Lead creative development, consumer connections, and communication strategy for the brand(s). 

• Work with Integrated Marketing Experience and Media teams to build full funnel plans that drive reach, impact, and effectiveness. 

• Ensure brand communications are aligned with the overall creative strategy, governance, and distinctive brand assets. 

Commercial, Customer & RGM Collaboration 

• Work with Commercial & Customer teams to ensure brand plans land effectively across priority customers and channels. 

• Partner with RGM to ensure price/pack architecture and value communication support brand growth and long-term value creation. 

• Ensure brand plans reinforce commercial objectives and enable profitable penetration growth. 

Cross Functional & System Collaboration 

• Support the Senior Director by preparing materials, insights, and recommendations for global, Operating Unit, and Franchise engagements. 

• Partner with Insights, Shopper, Integrated Marketing Experience, Finance, and bottler teams to deliver integrated, insight driven brand plans. 

• Ensure all brand activities are aligned with governance, stewardship, Scientific Regulatory Affairs, and compliance requirements. 

Brand Performance Management 

• Monitor brand performance, including market share, brand health, Net Sales Revenue/Gross Profit, and campaign effectiveness. 

• Lead evaluation of innovation, communication, and activation activities. 

• Apply learnings to future planning and support system decision making with clear insights. 

Agency & Network Management:  

• Manage agencies and networks.  

• Contract and amplify marketing assets in collaboration with EPICS (Experiences, Platforms, Innovation, Creativity, Systems) team for the market. 

Budget Management:  

• Manage brand program budgets and timelines to drive flawless execution of the plan monitoring effective return on investments 

• hitting all system milestones on time and within budget. 

People Leadership 

• Lead and develop at least one Senior Manager through coaching, clarity, accountability, and capability building. 

• Build a high performance mindset across the brand team and cross functional partners. 

• Role model operational discipline, consumer centric thinking, curiosity, and collaboration. 

Qualifications & Experience 

• Bachelor’s degree required; advanced degree preferred. 

• 8–12 years of brand management or consumer marketing experience within FMCG. 

• Demonstrated success managing major brands or portfolios with measurable business impact. 

• Strong grounding in consumer insights, brand strategy, creative development, and full funnel marketing. 

• Proven experience collaborating with Commercial, RGM, Insights, Media, Integrated Marketing Experience, Finance, and Franchise/bottler partners. 

• Strong analytical, strategic, and problem solving capabilities. 

• Excellent communication, storytelling, and influencing skills. 

• Ability to thrive in complex, fast paced environments with multiple stakeholders. 

• Experience leading and developing direct reports. 

What We Can Do for You 

• Opportunity to lead one of the most strategically important brands within the GB market. 

• Full end to end brand ownership with high impact across the organization and system. 

• Close partnership with senior leaders at both The Coca Cola Company and bottler levels. 

• Development opportunities across global networks, cross functional teams, and capability programs.