Director, Brand Communications

Role Purpose

The Director, Brand Communicationsis responsible fordelivering highimpactbrand communicationsthat strengthen consumer relevance, build brand love, and support business growth across Europe. The role focuses on the development of Brand PRstrategies ensuringactionable, earned-first ideas are seamlessly integrated into the E2E framework, embedded in consumer insights, whilst also reinforcing key corporate reputation priorities. Operating in close partnership withmarketingcounterpartsat a central level, as well asmarket teams, bottlers, and global colleagues, this role ensures consistent messaging, highquality campaign delivery, and effective storytelling that brings brand strategies to life. It also manages agency partners, tracks performance, and embeds best practices to elevate the quality and effectiveness of communications across the system.

Key Responsibilities

Brand Communications Execution

• Develop and deliverbrand PRplans for Europeacross our portfolio of iconic brands:i

• Workingin close collaboration with Marketing andfullyintegrated into the E2E campaign framework

• Bringing brand stories to life inculturally-relevantand consumer-centric ways, driven by a social-first, earned-firstmindset 

• Partner with Marketing todesignandactivate influencer and creator strategies, ensuring coherent storytelling across earned, owned, and paid channels

• Work closely with frontline markets to localize brand narratives and ensure campaigns resonate with diverse consumer segments.

• Supportprioritization of Brand PR into key campaigns throughannual brand planning (ABP) cycles in collaboration with Marketing.

Cross-System Coordination

• Collaborate with global communications, bottling partners, and PACS/FLA teams to ensure consistent messaging and smooth rollout of Brand PR initiatives.

• Coordinate with Marketing and functional partners to align brand messaging with corporate purpose and reputation priorities.

• Engage with external stakeholders—including media, agencies, influencers, and community partners—to amplify brand relevance and visibility.

Operational Delivery & Performance Tracking

• Manage the day-to-day execution of Brand PR and digital campaigns, ensuring operational excellence and ontime delivery.

• Support the development of KPIs and tracking frameworks to measure communications performance and campaign effectiveness.

• Identifyand apply relevant best practices in Brand PR, digital engagement, and influencer work from within the FMCG landscape and broader industry.

Agency & Creative Stewardship

• Lead creative agencies in developing highquality PRstrategies, content, influencer programs, and digital storytelling assets.

• Ensure creative outputs meet standards for executional excellence, consumer impact, and brand consistency.

• Provide handson guidance for content development, message crafting, and activation planning.

Qualifications & Experience

• Bachelor’s ormaster’s degree in Communications, Public Relations, Journalism, or related field.

• 7+ years of experience in Brand PR, communications, or integrated marketing roles.

• Proven experience activatingconsumer‑centriccampaigns and brand stories across markets.

• Strong understanding of influencer strategy, creator ecosystems, and earned/owned/paid integration.

• Strong content development, narrative crafting, and project management skills.

What This Role Offers

• Handson experience building PR and influencer programs for iconic brands.

• Opportunity to enhance brand relevance and consumer engagement at scale.

• Exposure to integrated comms planning and crosssystem collaboration across Europe.