The Coca-Cola Company
Senior Director, Shopper Insights and Science
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Senior Director, Shopper Insights and Science
Senior Director, Shopper Insights & Science
Reporting into the Global Shopper Science Lead, this is a new global role created to build and lead a science-based capability that decodes purchasing behavior, turns insights into commercial advantage, and embeds science-based decision-making into how we create value with retail and channel partners. This role integrates advanced analytics, experimentation, and behavioral science with omnichannel shopper behavior and outlet dynamics to enable best-in-class commercial execution and drive profitable growth across the Coca-Cola system by learning, optimizing, and influencing purchasing decisions.
This is an individual contributor role focusing on explaining how shoppers notice, evaluate, and choose in real purchase contexts, grounding activation in behavioral and decision sciences rather than just commercial metrics.
Scope & Impact
- Enterprise scope: Leads the translation, integration, and scaling of shopper, channel, and purchasing insights into shopper decision frameworks, combining behavioral insights and analytics to influence how shoppers notice, choose, and buy beverages.
- Decision scope: Drives adoption through tools, playbooks, and capability-building, defining measurement approaches for value realization.
- Stakeholder scope: Interfaces with Commercial, Trade Marketing (RGM), customer teams, and operating units (HI OUs) for activation, ensuring shopper science is integrated across pricing, assortment, promotions, and trade investments.
- Operational model: Supports markets and systems via training, routines, and toolkits.
Key Responsibilities & Accountabilities
- Build and lead the global Shopper Activation Science capability, integrating shopper insights, analytical modeling, experimentation frameworks, and decision science to elevate category and commercial plans across channels, markets, and categories.
- Develop a comprehensive understanding of omnichannel shopper behavior using advanced analytics, research, behavioral science, and shopper data to decode motivations, drivers, missions, and barriers influencing purchase decisions.
- Create global guidance on shopper segmentation, targets, journeys, and path-to-purchase frameworks to enable segmented execution strategies while adapting to local markets.
- Build and drive adoption of scalable activation assets (decision trees, guardrails, opportunity maps) and growth narratives, aligning decision frameworks for system-wide alignment.
- Embed shopper and purchasing insights into RGM routines (pricing, promotions, pack architecture) via tools and playbooks, ensuring decision inputs are insight-driven rather than model-driven.
- Own measurement frameworks linking activation to commercial impact and ROI, collaborating with digital and data teams to enhance predictive capabilities (AI, predictive tools).
- Lead experimentation and in-market testing (pricing, promotions, in-store stimuli, retail media, digital shelf, pack design) to improve decision-making and performance prediction.
- Translate insights and science into commercial narratives, business cases, and customer sales stories, positioning Coca-Cola as a strategic, insights-led partner.
- Co-develop advanced tools and capability plans to embed shopper science into forecasting models, scenario planning, and decision dashboards.
- Establish and lead global routines, including a Shopper Science Community, to share learning and standardize best practices across operating units.
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Candidate Profile
We seek a commercially oriented insights leader who excels at transforming science into scalable tools and routines, driving enterprise-wide adoption, and delivering measurable business results.
Functional Expertise
- Data-and-Digital: Leveraging performance and activation data for optimization.
- Channel Strategy & Execution: Transforming insights into commercial activation and customer storytelling.
- Shopper Psychology:
- Understands shopper missions (quick trip, stock-up, discovery, deal-seeking, destination shopping, impulse).
- Applies behavioral decision science (value perception, pack effects, attention, substitution).
- Analyzes shelf and assortment dynamics (range, pack sizes, trade-ups/downs, visibility).
- Manages price and promotion response (value interpretation, discount sensitivity).
- Recognizes behavioral biases (habits, choice overload, decision nudges).
- Assesses in-store triggers (basket size, store layout, seasonality, time effects).
- Evaluates omnichannel interactions (digitalization, channel interdependencies).
- Measurement: Uses quantitative and qualitative methods (eye-tracking, heat maps, trial-and-error testing).
Leadership Attributes
- Influence Across Networks: Builds scientific credibility and fosters shared learning.
- Talent Development: Elevates system-wide expertise in shopper science.
- Courageous Decision-Making: Simplifies and standardizes processes where necessary.
- Storytelling & Persuasion: Crafts commercial narratives for business alignment.
- Change Management: Deploys tools, capabilities, and scalable routines.
- System Acumen: Navigates market and channel complexity.
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Experience & Qualifications
10–15 years in Shopper Insights, Commercial Insights Strategy, or Insights Activation Roles, with a proven ability to:
- Operationalize insights into frontline tools and decision-making.
- Engage customer and market leadership teams.
- Embed shopper/behavioral insights into scalable decision tools and routines.
- Lead capability-building and change management efforts.
- Quantify action-outcome linkages and ROI.
Additional Information
Employment Needs
- All candidates must be currently authorized to work in the US on a full-time basis. No sponsorship available.
Skills in Demand
Behavioral Insights | Category Insights | Channel Marketing Strategy | Commercial Marketing | Consumer Decision Journey | Consumer Insight Analysis | Decision Sciences | Shopper Analytics | Shopper Marketing
Compensation & Benefits
- Pay Range (US): 193,000 USD – 224,000 USD
- Annual Performance Incentive: 30% (market-competitive at target performance).
- Full benefits (medical, retirement, financial perks) included.
Location
Fully remote with a primary key contact located in Atlanta, US. Travel expected 0–25%.
Closing Date:
Applications accepted until July 10, 2026.
Company Culture
At The Coca-Cola Company, we foster an inclusive, growth-oriented culture based on curiosity, empowerment, inclusion, and agility. Our success is built on continuous learning.
“After 133+ years, our ability to refresh the market profitably remains rooted in how we work.” Visit the Company Purpose & Vision to learn more.
Equal Opportunity Employer | Diversity & Respect We do not discriminate based on race, color, religion, disability, veteran status, or any other protected class. Personal data collected through applications aligns with privacy law best practices.
(Compensation details forzęড়USD interface updated as a placeholder; actual values apply as per published terms.))
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