Director, Brand Management at Coca-Cola

Job Description Summary: Job Title:

Director, Brand Management – GERMANY
Location:

Germany
Reports To:

Senior Director, Brand Management GERMANY

Role Purpose

The Director, Brand Management – GERMANY leads the development and execution of brand strategy for one of our most iconic brands within the German 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 OU, 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 GERMANY marketing vision.

The Director 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 German portfolio vision, global direction, and OU 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 & IMX Collaboration

Lead creative development, consumer connections, and communication strategy for the brand(s).
Work with IMX 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, OU, and Franchise engagements.
Partner with Insights, Shopper, IMX, Finance, and bottler teams to deliver integrated, insight driven brand plans.
Ensure all brand activities are aligned with governance, stewardship, SRA, and compliance requirements.

Brand Performance Management

Monitor brand performance, including market share, brand health, NSR/GP, 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 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.

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, IMX, 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.

• German language is a must

What We Can Do for You

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

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

• Close partnership with senior leaders at both TCCC and bottler levels.

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

Confidentiality Notice

This job description outlines the general nature and responsibilities of the role. Duties may evolve over time to meet business needs. All information is confidential and intended solely for internal hiring purposes within the Europe Operating Unit.

Skills:

Brand Architecture, Brand Positioning, Channel Management, Competitor Analysis, Consumer Segmentation, Creative Process, Digital Media Strategy, Group Problem Solving, Leadership, Marketing Goals, Marketing Strategies, Media Planning, Quantitative Research, Social Media Strategies, SWOT Analysis, Team Management

Location(s):

Germany

City/Cities:

BERLIN

Travel Required:

00% - 25%

Relocation Provided:

No

Job Posting End Date:

May 14, 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.