Job Description Summary:
The Director, Digital Commerce, Channel & Portfolio is the enterprise leader responsible for driving profitable, predictable growth across all channelsâAt Home, Away From Home, and Digital Commerce (online grocery, quick commerce, AFH aggregators)âthrough a unified, data-driven system approach. The role owns the end-to-end digital commerce strategy, stewards portfolio and channel activation, and integrates LRP/ABP planning, ensuring choices are grounded in insights, advanced analytics/AI, and strong financial discipline.
This role orchestrates the Companyâbottler system for Romania, aligning on shared priorities, joint performance management, and integrated action plans. It leadseRGM,eRED, Retail Media (co-led with the bottler), and codifies activation excellence. As the marketâs digital thought leader, the Director accelerates test-and-learn, scales proven innovations, and contributes to the EU Digital Commerce Network (toolkits,optimisedassets, capability building).
What Youâll Do for Us
1) Own Digital Commerce Strategy, System Alignment & Decision Rights
Lead the marketâs Digital Commerce strategy & execution, uniting Company and bottler behind a single plan and shared growth ambitions.
Guide system trade-offs and investment choices across portfolio/OBPPC, activation, IMX, Retail Media, and platform partnershipsâwithin system guardrails.
Serve as the digital voice with Marketing, RGM, Operations and Finance to embed digital into all commercial decisions.
2) Drive System Performance, KPIs & Predictable Results
Own channel system performance for Digital Commerce (volume, revenue, transactions, share, profit) versus BP/ABP targets.
Run data-driven business routines that move beyond reporting to root-cause, decisions, and next actions.
Lead joint business planning for digital channels with the bottler; secure measurable ROI and strong in-market execution.
3) LeadeRGM,eRED, Platform Economics & Portfolio Performance
Define and continuously optimizeeRGMacross digital subchannels: pack-price architecture, promo strategy, platform fees/economics, customer P&L.
Establish and trackeREDfor key customers/platforms to balance platform economics, customer value creation and system returns.
Maximize assortment, visibility, conversion, and basket expansion across digital platforms; link to Look of Success (LoS).
4) Lead Retail Media Strategy & Investment (with the Bottler)
Co-lead Retail Media strategy, planning, and investment governance; align IMX and Digital Commerce roles and measurement frameworks.
Set KPIs/attribution for conversion, shopper engagement, and platform growth; ensure ROAS and incrementality discipline.
5) Channel & Portfolio Strategy and Activation Excellence
Develop integrated portfolio and channel strategies that ensure consistent execution across At Home, AwayfromHome, and eCommerce.
Design and deploy multi-brand activation platforms, aligned to market opportunities, global assets, and sustainability/packaging priorities.
Translate strategies into channel activation plans and LoS guidelinesâcodify, scale, and continuously improve.
6) Local Commercial Planning (LRP/ABP) & Integrated Routines
Lead/shape inputs to LRP/ABP in partnership with Strategy, Marketing, RGM and Commercial-ensuring connected, insight-led, financially disciplined plans.
Ensure system alignment (Company, bottler, OU) and stronger planningâperformance linkage through embedded analytics.
7) Analytics, AI & Innovation
Embed advanced analytics and AI into forecasting, pricing, promo, assortment, media, and conversionmodelling.
Run test-and-learn programs; incubate partnerships and pilots; scale proven innovations across RO and the EU network.
Champion data democratization and decision quality; institutionalize learnings and playbooks.
8) System Leadership, External Influence & Capability Building
Build senior relationships with the bottler and key digital customers (retailers, aggregators, platforms) to drive joint value creation.
Represent the Company on digital commercetopics,shape industry dialogue and platform evolution.
Lead capability building on activation excellence; codify best practices across channels and share across the system.
Experience & Capabilities
Senior experience in Digital Commerce/eCommerce/Omnichannel or platform-based roles with proven P&L/target delivery.
Track record using AI, data science, and advanced analytics to inform pricing, promo, assortment, and media decisions.
Strong understanding of aggregators and platform economics (online grocery, quick commerce, AFH delivery).
Depth in portfolio strategy, channel activation, shopper/customer marketing or RGM.
Demonstrated ability to influence without authority across matrixed systems; strong bottler/commercial partnership experience.
Robust commercial, RGM, shopper, and financial acumen; disciplined performance management and ROI mindset.
Outstanding communication and storytelling; skilled at simplifying complexity and aligning diverse stakeholders.
Local market experience (Romania) required; franchise/bottler market and commercial planning exposure are advantages.
Language: Romanian & English (fluent).
Qualifications
Bachelorâs degree required; advanced degree preferred (Business, Analytics, Marketing or related).
8â12+ years in relevant commercial/digital roles with increasing scope and system leadership.
Travel
Up to 20â25%, subject to business needs.
Skills:
Brand Management, Category Management, Communication, Competitor Analysis, Digital Marketing, Finance Strategy, Financial Forecasting, Integrated Marketing, Key Performance Indicators (KPI), Leadership, Marketing Campaigns, Marketing Strategies, Media Planning, Microsoft Office, People Management, Price Management, Product Roadmapping, Promotional Strategies, Sales Analysis, Search Engine Marketing (SEM), Search Ecoke