The Coca-Cola Company
Senior Director, ARTD Europe
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Senior Director, ARTD Europe
# Senior Director, Marketing (ARTD) – Europe
Reports to: Vice President, Stills
About the Role
The Senior Director, Marketing (ARTD) is a category leader responsible for shaping and accelerating the ARTD business across Europe, driving scalable, profitable growth across priority markets.
This role operates at a network system level, defining the strategic direction for the category while orchestrating execution across countries, bottlers, and functions. It focuses on unlocking growth in top ARTD markets, building repeatable models that can scale across Europe.
As an extension of the Stills Vice President leadership team, the role ensures strong alignment between category strategy, portfolio decisions, and in-market execution, while safeguarding The Coca-Cola Company’s brand equity, system priorities, and long-term value creation.
What You’ll Do
Category Leadership & Strategy
- Define and lead the mid- to long-term ARTD category strategy across Europe
- Set clear market archetypes and priorities, focusing on winning in top markets (e.g., GB, Germany, Netherlands, Poland)
- Identify and unlock step-change growth opportunities through consumer, channel, and competitive insights
- Translate category ambition into clear, scalable strategic choices across markets
Portfolio & Innovation Leadership
- Shape the ARTD portfolio strategy, including brand roles, innovation pipelines, and expansion priorities
- Define a focused, high-impact innovation agenda aligned with category growth and system capabilities
- Ensure portfolio decisions are scalable, differentiated, and economically viable across markets
- Partner with global and Operational Unit (OU) teams to align on portfolio direction and innovation priorities
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Growth & Commercial Agenda
- Own the end-to-end growth framework for ARTD, linking category strategy to tangible volume, revenue, and profit delivery
- Define critical commercial levers (e.g., RGM, channel strategy, occasions, cold availability) to drive success
- Shape joint business planning frameworks with bottlers, ensuring alignment on priorities and targets
- Drive focus on top market execution, concentrating resources on ARTD’s winning opportunities
Marketing Leadership & Execution Excellence
- Define the integrated marketing approach for ARTD across Europe (brand building + commercial activation)
- Drive digital media & experience (DME) investment frameworks, ensuring effectiveness, efficiency, and clear ROI
- Champion modern, demand-led marketing models (e.g., social-first, influencer, occasion-based)
- Maintain a consistent brand expression while enabling local market relevance
System Orchestration & Network Leadership
- Act as a system integrator, aligning Marketing, Commercial, Finance, Insights, and Operations around a single growth agenda
- Influence and mobilize country leaders, bottlers, and cross-functional teams for integrated execution
- Build capability across the network, elevating ARTD expertise and best practices
- Lead cross-market routines, ensuring best practice-sharing and rapid scalability
Governance, Risk & Compliance
- Ensure strict adherence to alcohol marketing regulations, brand safety standards, and responsible marketing practices
- Partner with Legal, Public Affairs, and technical teams to ensure compliant innovation and activation
- Proactively manage reputational and regulatory risks across European markets
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Qualifications & Experience
- Bachelor’s degree (required); preferred fields: Marketing, Business Administration, Economics, or related discipline
- 10–15+ years of experience across marketing, commercial, or general management roles
- Strong experience in alcohol beverages, ARTD, or adjacent categories (preferred)
- Proven track record in category building, portfolio strategy, and multi-market growth delivery
- Strong commercial acumen with ability to translate strategy into P&L impact
- Demonstrated ability to operate and influence in a networked organization across multiple stakeholders
- Experience in complex, multi-market, regulated environments
- Proven ability to collaborate with strategic partners, alliances, or joint business models
Location & Compensation
- Base Salary: 110,000–156,000 EUR (Spain)
- Annual Incentive Potential: 30% (competitive market benchmark for target performance)
- Location: London, UK
- Travel Required: 0–25%
- Relocation Provided: No
Our Purpose & Growth Culture
We uphold a growth mindset, grounded in inclusion and continuous learning, to refresh the world and make a difference. Our culture is built on four key behaviors: curious, empowered, inclusive, and agile. Learn more about how we live these values at Coca-Cola’s Purpose and Vision.
(Note: Benefits depend on role—may include medical, financial, and other offerings.)
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