Great marketing begins with human insights:understanding what consumers want, connecting our brands to meaningful occasions, and making it easier for consumers and shoppers to choose The Coca-Cola Company portfolio wherever and however they transact.

As Director, Connected Commerce and Media,you will partner with Brand, Human Insights, Front Line Marketing, Commercial, Customer and Content teams to build a holistic, transaction-driving media strategy across top retail, commerce, foodserviceand emerging commerce ecosystems. This role owns the “action to transaction”portionof the end-to-end marketing model, ensuring the right audience receives the right message at the right moment to drive measurable purchase, revenue growth, household penetration, brand equity, and customerconversion.

The ideal candidatehas deepexpertisein retail media networks, shoppable media, audience strategyand decisioning, clean rooms, marketing mix modelingattribution, incrementality measurement, data analytics, and AI-enabled optimization. This leaderwillpossessfamiliarity with omnichannel planning and activationin order toeffectivelytranslate businessobjectivesinto connected commerce big bets, govern investment acrossretail mediapartners, manage external agencies and vendors, and build repeatable capabilities that improve performance across the portfolio.

WhatYou’llDo for Us

Connected Commerce Strategy & End-to-EndMediaPlanning

• Leadcustomer connectedcommerce retail mediastrategy and plan development across retail, eCommerce marketplace, deliveryFSAand foodservice ecosystems as part of the end-to-end marketing model.

• Translate brandobjectives, commercial priorities, customer opportunities, and company strategic vision into actionable transaction-driving plansand measurable investment recommendations.

• Own the portfolio approach to shoppable and conversion media, ensuring plans connect brand demand creation topurchasebehavior and transaction outcomesin retail

• Partner with Customer Leadership teams to embed commerce media into Joint Business Planning, customer growth strategies, and annual planning moments.

Data-Driven Audience Planning& Insights

• Leverage consumer, shopper, customer, bottler, and business data todeterminewho to engage, where to reach them, which messaging should be prioritized, and how tooptimizeacross the path to purchase.

• Apply advanced analytics including look-alike modeling, propensity scoring, segmentation, occasion-based targeting, first-party data, customer data, and unified data platform capabilities to refine audience strategy.

• Develop scalable commerce audience products and transaction-driving segments that can be activated across RMNs, programmatic, CTV, search, social, loyalty, and delivery platforms.

• Guidecleanroom, data collaboration, identity resolution, and privacy-compliant audience activation strategies with retailers, platforms, and agency partners.

Retail Media & Platform Governance

• Provide subject matterexpertiseand thought leadership on retail media networks, shoppable media, conversion media, paid search, social commerce, programmatic commerce, CTV commerce, and emerging transaction-driving channels.

• Establish RMN and commerce media investment governance, including partner scorecards, performance benchmarks, measurement requirements, test-and-learn priorities, and portfolio allocation recommendations.

• Partner with agency and investment teams tooptimizebuying practices, standardize planning inputs, and improve transparency, efficiency, and accountability across commerceand RMNinvestments.

Measurement& Business Impact

• Assess program results and deliver post-program reviews that convert learnings into future planning actions, investment shifts, creative improvements, and partner negotiation opportunities.

• Build measurement frameworks that connect impressions, engagement, search, clicks, conversion signals, transactions, revenue, brand equity, shopper behavior, and advocacy across the full path to purchase.

• Lead and unlockincrementalityopportunities measuredthrough test-and-learnplans, geo-tests, conversionlift, MMM/eMMMintegration, attribution, and bespoke research whereappropriate

• Coordinate custom research with internal teams, agency partners, customers, suppliers, and analytics partners to measure ROIROASacross revenue growth, volume delivery, household penetration, brand equity, and shopper engagement.

Automation & Performance Optimization

• Leverage AI-enabled planning, forecasting, bidding, creative optimization, audience modeling, scenario planning, and budget allocation to improve media effectiveness and transaction growth.

• Identifyopportunities to automate reporting, decisioning, and optimization routines whileensuring brandsafetyand that marketplaceaccountabilityremainsclear.

• Test emerging capabilities such as dynamic creative optimization, agentic media workflows, predictive commerce signals, and real-time performance optimization across relevant channels.

Partner Stewardship, Capability Building & Cross-Functional Leadership

• Develop strategies and activate programs with external media agencies, RMNs, commerce platforms,vendors, technologyproviders,andserve as the day-to-day contact for key deliverables and decisions.

• Identifyinnovative partnerships and programs that create differentiated go-to-market activity and inspire consumers and shoppers to choose The Coca-Cola Company products.

• Navigate large cross-functional stakeholder groups across Coca-Cola with the ability to use data, storytelling, and clear recommendations to influence action and outcomes.

• Build connected commerce capability across Brand, Customer, IMX, Agency, Finance, Legal, Bottler, and Commercial teams through playbooks, best practices, training, governance, and recurring performance reviews.

• Prioritize and problem-solve across multiple business and marketing challenges while managing timelines, budgets, dependencies, agency resources, and executive stakeholder expectations.

Qualifications & Requirements

• Bachelor's degree in marketing, Business, Communications, Analytics, or related field; advanced degreea plus

• 8+ years of experience in marketing, media,connectionsplanning, commerce media, retail media, data-driven marketing, or marketing technology.

• Advanced knowledge of retail media networks and commerce platforms, including how they plan, buy, measure, report, and optimize campaigns.

• Strong strategy development and media planning experience across online and offline channels, including digital display, mobile, video, programmatic, CTV/OTT, paid search, paid social, and shoppable media.

• Strong analytical capability with understanding of attribution, incrementality, MMM/eMMM, test design, dashboards, competitive reporting, and performance optimization.

• Experience using first-party data, customer data, clean rooms, segmentation, identity solutions, audience planning tools, and privacy-compliant activation approaches preferred.

• Ability to translate business briefs and customerobjectivesinto media strategy, investment recommendations, measurement plans, and clear agency briefs.

• Demonstrated ability to evaluate partners, negotiate value,identifyinnovation opportunities, and manage agency/vendor relationships.

• Detail-oriented, commercially minded, and comfortable operating in ambiguity while balancing brand-building, customer growth, and transaction-driving outcomes.

• Exceptional communication, project management, stakeholder management, and executive storytelling skills.

• Proficient in Microsoft Office Suite, especiallyPowerPoint and Excel; experiencewith analytics, visualization, or media planning platformsa plus