Job Description Summary:
Job Title:Senior Director, Integrated Marketing Experiences (IMX),IBERIA
Location:Spain
Role Purpose
The Senior Director, Integrated Marketing Experiences (IMX)IBERIAleads theMedia,Partnerships, Design, deployment, and optimization ofend-to-endconsumer connectionsacross theCoca-ColaCompany’s total portfolio in Great Britain. As a senior functional expert within theIBERIAMarketing Leadership Team, this leaderis responsible forcreating bestinclass IMX strategies that drive cultural relevance, brand growth, media effectiveness, and measurable business impact across all our Sparkling, Stills, and Trademark brands.
This role elevates marketing excellence throughfull funnelorchestration, expert media investment, precision targeting, and continuous performance optimization. It partners deeply with Brand Senior Directors, Commercial, Insights, and our bottling partner to ensure every campaign, experience, and brand touchpoint reaches the right audience, in the right way, at the right moment.
This leader manages ateam of IMX specialists, providing direction, capability building, and coaching whilemaintainingstrong relationships with media agencies, platform partners, and external suppliers. The Senior Director ensures that IMX is a strategic growth engine forIBERIA—driving impact with constrained resources,leveragingdigital, social, and experiential platforms, and championing both creativity and operational discipline.
WhatYou’llDoForUs
IMX Leadership & Strategic Direction
Lead the development of theIBERIAIMX strategy, ensuring alignment with brand portfolio priorities, businessobjectives, and local market dynamics.
Translate consumer insights, mediabehaviours, and cultural trends into actionable connection strategies that strengthen brand equity and conversion.
Act as the central IMX expert within theIBERIAMarketing Leadership Team, shaping the strategic agenda for communication and connection excellence across brands.
Media & Investment Leadership
Lead all paid media investment strategy& activationsforIBERIAacross TV, OOH, Audio, Digital, Programmatic, Social, Search, Retail Media, and Experiential channels.
Optimizespend across Owned, Earned, Shared, and Paid media to maximize ROI andfull funnelperformance.
Ensure media planningand activation plans aregrounded in data, effectiveness frameworks, and progressive digital capability.
Cross Functional& Brand Partnership
Partner with Senior Directors (CCTM, SparklingFlavours, Stills & ARTD) to build integrated plans that maximize the power and coherence of brand messaging.
Collaborate with Insights to embed audience understanding, targeting methodologies, and measurement frameworks.
Actively influencebottlerand customer teams to ensure IMX choices are reflectedonthegroundand instore.
Collaborate with central functionsto accelerate leadingmarketing activation plans
Agency & External Partner Leadership
Leadday-to-dayand strategic management of media agencies, content partners, creative networks, and technology providers.
Drive performance, innovation, and accountability across the agency ecosystem.
Build strong relationships with platform partners (e.g., Meta, Google, TikTok) to delivercuttingedge,highimpactideasand executions.
IMX Execution, Optimization & Measurement
Oversee the execution and delivery of multiple IMX programs, ensuring they hit targets,optimizeefficiencies, remain on budget, and are culturally relevant.
Leadpost programevaluations, connecting the loop from impressions → engagement → action → transactions.
Leverage tools including MMM, competitive reporting, custom research, analytics dashboards, and audience platforms to continuously refine IMX strategies.
Ensure IMX activity strengthens both brand equity andshort-termbusiness performance.
People Leadership & Capability Building
Lead, coach, and develop a team of IMX managers and specialists, building deep capability in media, content, digital performance, measurement, and emerging platforms.
Foster a culture of curiosity, creativity, discipline, experimentation, and collaboration.
Build future bench strength and succession planning within IMX and the broader marketing capability ecosystem.
Governance, Compliance & Continuous Improvement
Ensure compliance with brand governance, media policies, data privacy, claims, SRA, and marketing standards.
Champion agile ways of working and structured operating rhythms to elevate IMX performance.
Drive marketing efficiency and operational excellence across all IMX programs.
Qualifications & Experience
Bachelor’s degree in Marketing, Communications, Media, Business, or related fieldrequired.
10–15+ years in media, IMX, connections strategy, or integrated marketing le
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