Job Title:Senior Director, Brand Management GERMANY
Location:Germany
Reports To:Vice President, Marketing GERMANY
Role Purpose
The Senior Director, Brand ManagementGERMANYleads the end-to-endstrategy, creation, execution, and evaluation of the brand agendafor the full portfolio of brands inGermany As one of the most senior roles in the Frontline Marketing organization, this leader is accountable for driving sustainable growth, strengthening brand equity, and delivering market leadingperformanceacross all consumer groups, categories, and channels.
This role sets thelong-termbrand vision, shapes integrated strategies, and ensures worldclass execution across innovation, communication, commercial activation, and total consumer experience. The Senior Director partners directly with global category teams, Europe OU leadership, Franchise partners, bottler executives, andcross functionalteams to ensure clarity, alignment, and impactful delivery.
This role also leads a multidisciplinary team of brand leadersand ensures that brand strategies and plans are sharp,insight driven, commercially grounded, and flawlessly executed in the market.
WhatYou’llDo for Us
1. Brand Leadership &GermanStrategy
Lead the total brand strategyforGermany, creatinglongtermand annual plans that deliver brand growth, market share expansion, and consumer relevance.
Build strategic choices based on deep consumer, cultural, and market insight.
Identifyopportunities to outpace competition and lead category performance.
Ensure brand strategies are aligned with global direction and OU priorities.
2. Integrated Planning & Performance Management
Oversee development of brand plans that span media, creative, innovation, packaging, customer activation, shopper marketing, and commercial execution.
Lead performance routines with brand teams to track brand health, NSR, GP, equity, and penetration.
Drive continuous improvement across all brand building levers.
3. Innovation, Creative Excellence & IMX Integration
Guide the brand innovation pipeline and ensure relevance, differentiation, and strong execution.
Partner with IMX, Media, and Creative teams to ensure bestinclass creative platforms and fully integrated IMX activation.
Build culturally resonant platforms,always oncontent, andfull funnelplans that drive measurable brand impact.
4. Commercial & Customer Collaboration
Work closely with the Customer & Commercial Senior Director to ensure brand plans are tightly integrated with customer strategies.
Shape brand and commercial plans that drive execution excellence across all channels and customers.
Support customersellingwith compelling brand narratives, category insights, and activation toolkits.
5. System Leadership & Bottler Partnership
Act as the senior brand counterpart to the bottler leadership team, shaping and delivering joint system plans.
Partner with Franchise, Commercial, RGM, Supply Chain, and Finance teams to ensure cohesive system alignment.
Influence bottlerdecision makingon innovation, investment, visibility, and local execution.
6.Cross FunctionalLeadership & Network Collaboration
Partner with Insights, PACS, RGM, Finance, Legal, IMX, and OU/global marketing teams to deliver aligned,high qualitybrand work.
RepresentGermanyin European network forums and contribute to global initiatives withGERMANYmarket insight.
7. People Leadership, Culture & Capability
Lead a team of Directors and Senior Managers across brand management and key marketing capability areas.
Develop, coach, and inspirehigh performingteams with clear accountability and strong succession depth.
Foster a culture of creativity, excellence, collaboration, agility, rigor, and consumer obsession.
8. Governance & Operational Excellence
Ensure compliance with brand governance, SRA & claims approval, responsible marketing, and sustainability guidelines.
Drive operational discipline in planning, budgeting, investment decisions, project management, and measurement.
Qualifications & Experience
Bachelor’s degreerequired; advanced degree preferred.
12–15 yearsof progressive brand leadership experience within FMCG or related industries.
German language essential
Proven experience managing large brand portfolios or multiple brand teams.
Demonstrated success in leading largecross functionalteams and delivering growth.
Deep knowledge of brand strategy, insights, innovation, creative development, and IMX integration.
Strong commercial and system leadership experience.
Exceptional communication, influencing, negotiation, and leadership skills.
Experience partnering with bottlers, customers, and global/OU marketing teams.
Ability to lead through complexity and drive transformation.
What We Can Do for You
Strategic Influence:Lead the brand agenda of a major global market.
Cross FunctionalImpact:Work closely with commercial, media, creative, and bottler leadership.
Development & Growth:Access world class global marketing capability programs.
High Visibility:Engage with leaders across the global system and European OU.
Skills:
Analytical Thinking, Brand Architecture, Brand Management, Brand Positioning, Brand Strategy, Channel Management, Competitive Assessments, Consumer Segmentation, Creative Process, Digital Media Strategy, Group Problem Solving, Leadership, Life Cycle Management, Marketing Strategies, Media Planning, Portfolio Management, Quantitative Research, Social Media Strategies, SWOT Analysis
Location(s):
Germany
City/Cities:
BERLIN
Travel Required:
00% - 25%
Relocation Provided:
No
Job Posting End Date:
June 9, 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.
From our roots at the counter of a local Atlanta pharmacy, to our current portfolio of more than 200 beverages, The Coca-Cola Company is one of the most globally-recognized brands in the world. Today, our lineup features beloved beverage brands, including
Coca-Cola, Sprite, Fanta, smartwater, Dasani, Topo Chico, BODYARMOR, Powerade, Costa, Georgia, Goldpeak, Minute Maid, Simply, fairlife and more.
The Coca-Cola Company is committed to bringing about real change – to our industry, to our local economies, and to the world around us. Through constant evolution, we continue to reimagine the way we refresh the world and make a difference.
We're innovating our portfolio with products that give people more varieties that meet our consumers where they are.
We're working with global partners to transform our business, and grow it in more sustainable ways.
And we're providing jobs and opportunities to the local economies where our people live and work, employing 700,000 people throughout our global system alongside bottling partners.
If you're a changemaker looking to make a change, come join us in our mission to refresh the world and make a difference.
Learn more at: www.coca-colacompany.com/careers
