Senior Director, XP Design

TheSenior Director, Experience Designis accountable forshaping and leading end-to-endbrand,shopper, and consumer experiencesacross the market, usingdesign as a strategic lever for business growth.

This role goes beyond creative execution to act as acore contributor to business and brand strategy, embedding design thinking into commercial priorities, portfolio choices, channel strategies, and system execution.

The role requires ahands-on, highly strategic design leaderwith strong people leadership and communication capabilities—able to inspire teams, influence senior stakeholders, and translate consumer and cultural insights into distinctive, scalable experiences that drive brand equity and business results.

Key Responsibilities

1. Experience Design as Business Strategy

• Act as astrategic partner to the CMO and Marketing Leadership Team, contributing to business and brand strategy development from a design and experience perspective.

• Useexperience design thinkingto influence portfolio strategy, channel prioritization, and consumer engagement models.

• Ensure brand, shopper, and consumer experiences are intentionally designed to driverelevance, differentiation, frequency, and system value.

2. End-to-End Experience Leadership

• Lead the design and delivery ofholistic brand and shopper experiencesacross physical, digital, retail, and commerce touchpoints.

• Ensure experiences arehuman-centric, culturally resonant, and locally relevant, while aligned with global brand platforms and creative standards.

• Oversee the creation of master experience frameworks, design systems, and execution guidelines to enable scale and consistency.

3. Shopper & Commerce Experience Excellence

• Provide strategic leadership onshopper and retail experience design, spanning modern trade, traditional trade,on-premise, and e-commerce ecosystems.

• Define experience principles, message matrices, and content strategies that drive impactat the momentof choice.

• Partner with commercial, customer, and bottler teams to ensure strong translation from design intent to in-market execution.

4. Creative Strategy & Design Craft

• Set thecreative ambition and quality barfor experience design across the organization.

• Remainhands-on where it matters—reviewing, shaping, and elevating key creative and experience outputs.

• Champion brave, innovative, and culturally progressive design solutions that build brand value.

5. People Leadership & Capability Building

• Lead, develop, and inspire a high-performingExperience Design organization.

• Buildstrong designleadershipbench, succession plans, and future-ready capabilities.

• Foster a culture of collaboration, curiosity, and accountability across design, marketing, and commercial teams.

• Act as a coach and mentor, developing both creative excellence and strategic thinking within the team.

6. Cross-Functional & System Collaboration

• Partner closely with Brand, Category, Commercial, Digital, and Platform teams to ensure seamless experience integration.

• Lead agency and external partner ecosystems, ensuring clear direction, strong collaboration, and high-quality output.

• Serve as a key connection point withglobal design and brand communities, contributing local insights and adopting global best practices.

7. Governance, Effectiveness & ROI

• Ensure experiences are delivered withclarity, consistency, and quality, aligned to brand governance and system standards.

• Define and track measures ofexperience effectiveness, including brand impact, engagement, and commercial outcomes.

• Manage budgets and resourcesallocatedto experience design initiatives responsibly.

Key Interfaces

• CMO and Marketing Leadership Team

• Brand, Category, and Commercial Leadership

• Digital, Platform, and Experience teams

• Bottlers and system partners

• Global Brand and Design communities

• Creative, design, and experience agencies

Qualifications & Experience

Required

• Bachelor’s degree in Design, Marketing, Business, or related field (Master’spreferred).

• Over15years of experienceinDesign, creative strategy, brand design, or shopper/retail experience roles.

• Proventrack recordof usingdesign to influence business strategy and drive growth.

• Strongpeople