Job Description Summary:
Role Purpose
The Director, Brand Management – GB leads the development and execution of brand strategy for a major brand or group of brands within the GB portfolio.This roleis responsible fordriving brand growth through clear strategic choices, disciplined planning,consumer driveninsights,high-qualityactivation, and bestinclass execution across the fullend-to-endmarketing cycle.
TheDirectorBrandManagementreports into the Senior Director.A key responsibilityofthis role istocollaborate withthe local network team,the BottlingPartner;the AgencyPartnersandwith central category teams.
- Senior Director ownssystem levelleadership and engagement with global category teams, the Europe Operating Unit, Franchise leadership, and seniorcross functionalpartners.
-Director ensures that all brand strategies, plans, and initiatives align with broader portfolio direction and system expectations, providinghigh qualityinputs and recommendations that support the total GB marketing vision.
The Directorwill manage1 ormore SeniorManager and works through extendedcross functionalteams to deliver outstanding brand marketing, commercial relevance, and consumer impact across channels. This role requires strong leadership, analytical rigor, creativity, and the ability to influence and orchestrate across a complex internal and external ecosystem.
WhatYou’llDo for Us
Brand Strategy & Annual Planning
Lead development of thelong-termbrand strategy, and growth priorities for the assigned brand(s).
Build annual brand plans translating consumer insights, market dynamics, and strategic opportunities into clear activation plans and KPIs.
Ensure plans are aligned with the GB portfolio vision, global direction, and Operating Unit guidance.
Identifyopportunities to outperform competition and drive sustainable share gains.
Innovation Leadership
Leadinnovation,including concept refinement, product and packaging requirements, and market readiness actions.
Ensure innovation is grounded in consumer insights, brand strategy, and commercialopportunity.
Partner with R&D, RGM, Commercial, and Supply Chain teams to deliver successful launches and strongin marketperformance.
Creative Excellence & IMX Collaboration
Lead creative development, consumer connections, and communication strategy for the brand(s).
Work with Integrated Marketing Experience and Media teams to buildfull funnelplans that drive reach, impact, and effectiveness.
Ensure brand communications are aligned with the overall creative strategy, governance, and distinctive brand assets.
Commercial, Customer & RGM Collaboration
Work with Commercial & Customer teams to ensure brand plans land effectively across priority customers and channels.
Partner with RGM to ensure price/pack architecture and value communication support brand growth andlong-termvalue creation.
Ensure brand plans reinforce commercialobjectivesand enable profitable penetration growth.
CrossFunctional& System Collaboration
Support the Senior Director by preparing materials, insights, and recommendations for global, Operating Unit, and Franchise engagements.
Partner with Insights, Shopper, Integrated Marketing Experience, Finance, and bottler teams to deliver integrated,insight drivenbrand plans.
Ensure all brand activities are aligned with governance, stewardship, Scientific Regulatory Affairs, and compliance requirements.
Brand Performance Management
Monitor brand performance, including market share, brand health, NSR/GP, and campaign effectiveness.
Lead evaluation of innovation, communication, and activation activities.
Apply learnings to future planning and support systemdecision makingwith clear insights.
Agency & Network Management:
Manage agencies and networks.
Contract and amplify marketing assets in collaboration withEPICS (Experiences,Platforms, Innovation,Creativity, Systems)team for the market.
Budget Management:
Manage brand program budgets and timelines to drive flawless execution of the planmonitoringeffective return on investments
hitting all system milestones on time and within budget.
People Leadership
Lead and develop at least one Senior Manager through coaching, clarity, accountability, and capability building.
Build ahigh performancemindset across the brand team andcross functionalpartners.
Role model operational discipline,consumer centricthinking, curiosity, and collaboration.
Qualifications & Experience
Bachelor’s degreerequired; advanced degree preferred.
8–12 years
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