Director, Creative, Poland & Baltics

Job Title:Director, Creative – Poland & Baltics
Job Profile:Director – Creative Strategy & Integrated Shopper/Consumer Design
Location:Poland & Baltics
Reports To:Senior DirectorMarketing – Poland & Baltics
Direct Reports:None
Function:Marketing – IMX & Creative
Leadership Level:Director (C)

Role Purpose

The Director, Creative – Poland & Baltics leads theendtoend creative agendafor the Coca-Cola Company across the Poland & Baltics cluster. This role integrates bothConsumer Creative(brand storytelling, digital content, cultural creative) andShopper Creative(retail, POS, customer activation, pathtopurchase), providing unified creative leadership across the full consumer and shopper journey.
As the creative subjectmatter expert for the cluster, this Director ensures that centrally developed creative platforms, IMX toolkits, and brand assets areadapted, elevated, and executed locallyto drive cultural relevance, commercial effectiveness and strong brand consistency.

The role partners deeply with Brand Management, IMX, Media, Digital, Shopper, Customer/Commercial teams, RGM, Insights, PACS and the bottling partner (CCH) to deliver creative work that resonates with consumers and shoppers while driving measurable business impact across the Poland & Baltics markets.

This is a hands-on, influential role requiring creative craft, cultural intelligence, digital fluency, and operational discipline within a multimarket context.

What You’ll Do for Us

Creative Strategy Leadership (Consumer + Shopper)

• Lead the creative ambition for Poland & Baltics across all brands and categories.

• Act as theprimary creative partnerto brand teams, shaping idea territories and ensuring powerful storytelling across every stage of the consumer and shopper journey. 

• Translate brand narratives into unified creative directions for consumer and shopper touchpoints.

• Collaborate withCreative & Shopper communitiesincluding country & central EU teamsto learn, and scale best practices

Creative Development & Agency Guidance

• Develop inspiring briefs that unlock bold, modern creative across consumer, digital, and retail channels.

• Lead creative, shopper, digital, design and production agencies — providing clear, decisive feedback to drive highquality output.

• Push partners towarddigital first,platform nativeideas and innovative retail experiences. 

Consumer Creative Excellence

• Adapt and amplifyGlobal Core Creative Ideasinto locally relevant executions for Poland & Baltics. 

• Guide digital storytelling across TikTok, YouTube, Instagram, and emerging platforms.

• Ensure brand narratives are consistent across paid, owned, earned, and shared environments.

Shopper Creative Excellence (Integrated Scope)

• Lead creation and adaptation ofPOS, retail media, display, shopper material(incl. Digital commerce), and customer-specific assets.

• Ensure all retail creative is alignedwithbrand identity, VIS, andshopper communication principles.

• Work with bottlers to localize central shopper material to local realities mastering Coca-Cola Tech tools (like ShopX)

• Work on campaignsimplementationleveraging 360 integrated activation eco-system, when applicable

• Develop or adapt sell-in, customer decks, instore visibility, shopper missions, and path to purchase journeys.  

CrossFunctional & System Collaboration

• Partnerwith Brand, IMX, Media, Commercial/Customer, Shopper, RGM, Insights, PACS, Supply Chain and CCH bottler teams.

• Ensure creative is tightly integrated into end-to-end marketing, customer activation, and channel plans. 

• Engage with OU/global creative counterparts(Consumer & Shopper)to secure relevant toolkits and share best practices.

Creative Performance & Governance

• Evaluate creative effectiveness using testing, in-market performance, retail metrics, and digital analytics.

• Lead creative post-campaign reviews to strengthen future work and build learning loops. 

• Ensure all creative adheres to brand governance, VIS, SRA, sustainability and legal requirements.

Capability Building & Influence (No Direct Reports)

• Uplift creative capability across the Poland & Baltics cluster, mentoring brand, IMX, shopper and commercial partners.

• Build a strong creative culture within the system through inspiration, coaching and bestpractice sharing.

• Act as a catalyst for modern creativity across the organization. 

Qualifications & Requirements

• Bachelor’s degree required; Marketing, Design, Communications, Creative Strategy preferred.

• 8–12+ yearsexperience in creative strategy, integrated design, content development, or creative agency leadership.

• Proven ability to lead bothconsumerandshopper