Job Description Summary:

The Director, Digital Commerce, Channel & Portfolio is the enterprise leader responsible for driving profitable, predictable growth across all channels—At Home, Away From Home, and Digital Commerce (online grocery, quick commerce, AFH aggregators)—through a unified, data-driven system approach. The role owns the end-to-end digital commerce strategy, stewards portfolio and channel activation, and integrates LRP/ABP planning, ensuring choices are grounded in insights, advanced analytics/AI, and strong financial discipline.

This role orchestrates the Company–bottler system for Romania, aligning on shared priorities, joint performance management, and integrated action plans. It leads eRGM, eRED, Retail Media (co-led with the bottler), and codifies activation excellence. As the market’s digital thought leader, the Director accelerates test-and-learn, scales proven innovations, and contributes to the EU Digital Commerce Network (toolkits, optimised assets, capability building).

What You’ll Do for Us:

1) Own Digital Commerce Strategy, System Alignment & Decision Rights

• Lead the market’s Digital Commerce strategy & execution, uniting Company and bottler behind a single plan and shared growth ambitions.

• Guide system trade-offs and investment choices across portfolio/OBPPC, activation, IMX, Retail Media, and platform partnerships—within system guardrails.

• Serve as the digital voice with Marketing, RGM, Operations and Finance to embed digital into all commercial decisions.

2) Drive System Performance, KPIs & Predictable Results

• Own channel system performance for Digital Commerce (volume, revenue, transactions, share, profit) versus BP/ABP targets.

• Run data-driven business routines that move beyond reporting to root-cause, decisions, and next actions.

• Lead joint business planning for digital channels with the bottler; secure measurable ROI and strong in-market execution.

3) Lead eRGM, eRED, Platform Economics & Portfolio Performance

• Define and continuously optimize eRGM across digital subchannels: pack-price architecture, promo strategy, platform fees/economics, customer P&L.

• Establish and track eRED for key customers/platforms to balance platform economics, customer value creation and system returns.

• Maximize assortment, visibility, conversion, and basket expansion across digital platforms; link to Look of Success (LoS).

4) Lead Retail Media Strategy & Investment (with the Bottler)

• Co-lead Retail Media strategy, planning, and investment governance; align IMX and Digital Commerce roles and measurement frameworks.

• Set KPIs/attribution for conversion, shopper engagement, and platform growth; ensure ROAS and incrementality discipline.

5) Channel & Portfolio Strategy and Activation Excellence

• Develop integrated portfolio and channel strategies that ensure consistent execution across At Home, Away from Home, and e Commerce.

• Design and deploy multi-brand activation platforms, aligned to market opportunities, global assets, and sustainability/packaging priorities.

• Translate strategies into channel activation plans and LoS guidelines—codify, scale, and continuously improve.

6) Local Commercial Planning (LRP/ABP) & Integrated Routines

• Lead/shape inputs to LRP/ABP in partnership with Strategy, Marketing, RGM and Commercial-ensuring connected, insight-led, financially disciplined plans.

• Ensure system alignment (Company, bottler, OU) and stronger planning–performance linkage through embedded analytics.

7) Analytics, AI & Innovation

• Embed advanced analytics and AI into forecasting, pricing, promo, assortment, media, and conversion modelling.

• Run test-and-learn programs; incubate partnerships and pilots; scale proven innovations across RO and the EU network.

• Champion data democratization and decision quality; institutionalize learnings and playbooks.

8) System Leadership, External Influence & Capability Building

• Build senior relationships with the bottler and key digital customers (retailers, aggregators, platforms) to drive joint value creation.

• Represent the Company on digital commerce topics, shape industry dialogue and platform evolution.

• Lead capability building on activation excellence; codify best practices across channels and share across the system.

Experience & Capabilities

• Senior experience in Digital Commerce/e Commerce/Omnichannel or platform-based roles with proven P&L/target delivery.

• Track record using AI, data science, and advanced analytics to inform pricing, promo, assortment, and media decisions.

• Strong understanding of aggregators and platform economics (online grocery, quick commerce, AFH delivery).

• Depth in portfolio strategy, channel activation, shopper/customer marketing or RGM.

• Demonstrated ability to influence without authority across matrixed systems; strong bottler/commercial partnership experience.

• Robust commercial, RGM, shopper, and financial acumen; disciplined performance management and ROI mindset.

• Outstanding communication and storytelling; skilled at simplifying complexity and aligning diverse stakeholders.

• Local market experience (Romania) required; franchise/bottler market and commercial planning exposure are advantages.

• Language: Romanian & English (fluent).

Qualifications

• Bachelor’s degree required; advanced degree preferred (Business, Analytics, Marketing or related).

• 8–12+ years in relevant commercial/digital roles with increasing scope and system leadership.

Travel

• Up to 20–25%, subject to business needs.

Skills:

Brand Management, Category Management, Communication, Competitor Analysis, Digital Marketing, Finance Strategy, Financial Forecasting, Integrated Marketing, Key Performance Indicators (KPI), Leadership, Marketing Campaigns, Marketing Strategies, Media Planning, Microsoft Office, People Management, Price Management, Product Roadmapping, Promotional Strategies, Sales Analysis, Search Engine Marketing (SEM), Search Engine Optimization (SEO), Teamwork, User Experience Analysis

Location(s):

Romania

City/Cities:

Bucharest

Travel Required:

00% - 25%

Relocation Provided:

No

Job Posting End Date:

April 30, 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.