Job Description

Senior Manager, Brand Management – Romania

Job Profile:Senior Manager – Marketing / Brand Management
Location:Romania
Reports To:Director, Marketing – Romania
Direct Reports:Managers or Analysts (Brand / IMX / Activation as applicable)
Function:Marketing
Leadership Level:Senior Manager (JG11)

Role Purpose

The Senior Manager, Brand Management – Romania leads theday-to-daydevelopment and execution of brand plans for one of Romania’s key trademarks or brand clusters. Operating at JG11, this role translates global and OU strategies into Romanianconsumer focusedplans, delivering strongfull funnelactivation, innovation readiness, andinmarketexcellence.

The role plays a central part in strengthening brand equity, driving penetration, and ensuring flawless execution across IMX, creative, media, digital, experiential, and customer touchpoints. The Senior Manager partners closely with the Director Marketing, the Romania Marketing Leadership Team, bottler teams, Commercial, PACS, Insights, Finance, and Digital/Commerce to deliver integrated,insight drivenbrand work.

The GMretainsfull P&L accountability. The Senior Manager managesbrand levelDME in alignment with the Director Marketing and within guardrails set by Senior Director Marketing and the GM.

WhatYou’llDoForUs

1. Brand Strategy & Annual Planning

• Lead the detailed annual planning process for the assigned brand(s), turning global and OU strategies into locally relevant,insight-basedbrand plans.

• Support strategy development through consumer insights, category analysis, cultural trends, and competitive understanding.

• Define brandobjectives, audiences, demand spaces, and activation priorities aligned with Romania portfolio strategy.

• Contribute to the creation ofequity buildingandpenetration drivinginitiatives in line with Romania’s growth agenda.

2.Full FunnelIMX & Creative Execution

• Develop and execute brand communication and activation plans across IMX, media, creative, digital, experiential, and PR.

• Adapt global toolkits intohigh-qualityRomanian assets with strong cultural relevance.

• Manage agency partners to ensure excellence in creative development, storytelling, and asset delivery.

• Ensure campaigns work as an integratedfull funnelsystem with consistent messaging and optimized effectiveness.

3. Innovation Activation & Launch Excellence

• Leadend-to-endactivation of innovation launches for the assigned brand(s).

• Ensure readiness across packaging, claims, communication,creative, media, and shopper activation.

• Partner withcross functionalteams (Insights, PACS, Technical, Supply Chain, Legal, Commercial) to ensure flawlessinmarketdelivery.

• Conduct postlaunch reviews and integrate learnings into future innovation processes.

4. Media, Digital & Connections

• Partner with Media & Connections to implement media strategies that maximize reach, quality, and brand outcomes.

• Support digital acceleration, content optimization, and precision marketing for the brand.

• Ensure brand assets are deployed correctly and efficiently across channels.

• Align with Commercial for shopper and retail media activations that reinforcefull funnelimpact.

5. System &Cross FunctionalCollaboration

• Serve as theday-to-daybrand contact for bottler marketing teams, supporting aligned planning and consistent execution.

• Work collaboratively with Finance, Insights, PACS, Digital/Commerce, RGM, and Commercial teams to ensure integrated brand delivery.

• Providetimelyupdates, insights, and risks/opportunities to internal and bottler stakeholders.

6. DME Management & Governance

• Managebrand levelDME in alignment with the Director Marketing and within the framework set by Senior Director Marketing; final accountabilityremainswith the GM.

• Ensure disciplined budget tracking, forecast accuracy, and clear ROI logic for all investments.

• Support dynamic reallocation of spend based on performance and changing priorities.

• Uphold compliance with legal, responsible marketing, claims, sustainability, and brand governance requirements.

7. Brand Performance Tracking & Insights

• Monitor brand performance across equity, penetration, frequency, NSR, GM, share, and media effectiveness.

• Conductpost campaignanalyses and integrate findings to improve future performance.

• Identifyrisks, opportunities, and insights to supporttimelydecision-making

• Contributebusiness performance routines withdatabasedrecommendations.

8. People & Agency Leadership

• Lead and coach junior team members (Managers/Analysts) to strengthen brand management and IMX capabilities.

• Foster a culture of creativity, accountability, inclusion, and operational discipline.

• Manage agency relationships across creative, media, and activation partners, ensuringhigh-qualityoutput and performance.

• Support talent development and contribute to building the Romania marketing capability roadmap.

Qualifications & Experience

• Bachelor’s degreerequired;master'spreferred.

• 6–10 years of brand management or marketing experience in FMCG/CPG.

• Demonstrated success executingfull funnelbrand plans in local markets.

• Strong understanding of brand strategy, IMX, creative development, media, digital, and innovation processes.

• Experience working with bottlers or franchise partners is a plus.

• Strong project management, communication, influencing, and stakeholder collaboration skills.

• Fluent in English; Romanian preferred.

What We Can DoForYou

• Opportunity to lead core brand building in a strategically important EU market.

• Exposure tocross functionaland system partners across bottler, Commercial, PACS, Insights, and OU teams.

• A dynamic environment encouraging creativity, learning, and career growth.

• Strong development pathway toward Director Marketing roles.

Confidentiality Notice

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

Classified — Confidential

Skills:

Agile, AI Concepts, Audience Engagement, Brand Strategy, Creative Strategies, Data Insights, Data Strategies, Design, Design Thinking, Experimentation, Ideas Generator, Influencer Marketing, Market Segmentation, Negotiation, Omnichannel Interactions, Portfolio Strategies, Revenue Growth Management, Social Media, Storytelling, Sustainability, System Economics, User Experience (UX) Design

Location(s):

Romania

City/Cities:

Bucharest

Travel Required:

00% - 25%

Relocation Provided:

No

Job Posting End Date:

May 26, 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.