Director, Influencer Marketing EU

Reports To 

Senior Director, Influencers – Europe 

Role Overview 

The Director of Influencer Marketing – Europe is responsible for developing and co-leading the orchestration and delivery of influencer and social advocacy strategies across The Coca‑Cola Company’s brand portfolio in Europe. This role plays a critical part in advancing our regional social transformation—ensuring influencer and social marketing programs are culturally relevant, performance‑driven, and integrated across paid, owned, and earned ecosystems. 

Reporting to the Senior Director, this role serves as a regional strategy leader and executional owner, translating global and European priorities into scalable frameworks, regional programs & execution across markets. The Director partners closely with Brand, Integrated Marketing (IMX), Media, Commercial, Data & Insights, and agency teams to elevate influencer and creator marketing as a core driver of brand relevance, advocacy, and growth. 

Establishing a vision, with the ability to work hands‑on with markets and agencies to execute—balancing strategic leadership with operational rigor to deliver measurable impact at scale. 

Key Responsibilities 

Co-lead Influencer & Social Strategy Delivery 

• Lead the development and delivery of Europe’s influencer and social advocacy strategy in alignment with global and regional marketing priorities working closely with the social team, content team and media teams. 

• Translate high‑level strategic direction into clear regional roadmaps, frameworks, and playbooks that enable strong local execution. 

• Partner with media, platform, and agency stakeholders (e.g., Meta, TikTok, Google) to optimize influencer and social investment and accelerate performance. 

• Act as a key regional stakeholder to align plans across brands, countries, bottlers, and IMX functions. 

• Stay ahead of trends, platform evolution, and creator ecosystem innovations to ensure competitive advantage and relevance. 

Drive High‑Quality Social & Influencer Execution & transformation  

• Orchestrate and oversee regional influencer and social execution across markets, ensuring excellence, consistency, brand safety, and compliance. 

• Lead the development of regional influencer programs, creator partnerships, and advocacy models that can scale across diverse European markets. 

• Guide local teams and agencies in building social‑first, culturally resonant approaches grounded in audience insight and platform dynamics. 

• Enable strong editorial strategy, activity planning, and campaign calendars across paid, owned, and earned channels. 

• Support markets in testing new platforms, formats, creators, and emerging social behaviors. 

Champion Social‑First Creativity & Integration 

• Champion influencer and social‑first creativity that strengthens brand storytelling and amplifies broader campaigns. 

• Partner with social, creative, media, PR, and production agencies to deliver best‑in‑class content and innovative executions. 

• Ensure influencer and social strategies work seamlessly within the broader media and integrated marketing ecosystem. 

Measurement, Insights & Optimization 

• Co-Lead regional implementation of measurement frameworks for influencer and social activities, aligned with Senior Director guidance. 

• Track and assess performance across engagement, advocacy, and contribution to brand objectives. 

• Use analytics, social listening, and test‑and‑learn methods to deliver high level insights for future consideration & investment decisions. 

• Support consistent reporting and learning loops across markets. 

Cultural Intelligence & Audience Insights 

• Apply cultural, community, and platform insights to inform strategic and creative decisions. 

• Translate social listening and influencer insights into actionable recommendations for brand, IMX, and Commercial partners. 

• Ensure regional influencer strategies reflect deep understanding of European audiences while allowing for local nuance. 

People, Partnership & Cross‑Functional Leadership 

• Help shape a high‑performing regional social and influencer team, fostering collaboration, accountability, and continuous learning. 

• Partner closely with Brand, IMX, Media, PACS, Commercial, Legal, and Data & Insights teams to ensure fully integrated planning and execution. 

• Build strong working relationships with local markets, bottlers, and agency partners to drive consistency and impact. 

Build Distinctive & Responsible Brand Voices 

• Support the development of distinctive brand voices across social and influencer ecosystems, aligned with global brand strategy. 

• Ensure governance, brand safety, reputation management, and responsible influencer practices are embedded in all activities. 

Qualifications & Experience 

• Bachelor’s degree in Marketing, Communications, Digital Media, or a related field preferred. 

• 8-12+ years of experience in social media, influencer marketing, digital or integrated marketing roles. 

• Strong experience leading multi‑market influencer and social programs, either in FMCG, consumer brands, or agency environments. 

• Deep understanding of social platforms, creator ecosystems, content strategy, and performance measurement. 

• Proven ability to lead agencies, and influence cross‑functionally within matrixed organizations. 

• Data‑driven mindset with strong strategic thinking and cultural curiosity. 

• Excellent communication, collaboration, and stakeholder management skills.