Director, Portfolio & Insights

Job Title:Director, Portfolio & Insights
Location:Germany
Reports To:Vice President, Marketing,GERMANY

Role Purpose

At The Coca-Cola Company, insights power growth. The Director, Portfolio & Insights leads thelocalHuman Insights and market intelligence agenda within the Europe Operating Unit.The rolewill lead the generation and activation of consumer, shopper, and category insights.The Director also manages the Senior Manager, Portfolio & InsightsGERMANY, ensuring clarity of priorities, capability development, and strong engagement.

This role is accountable for translating deep human understanding, advanced analytics, and category foresight into strategies that drive market share, profitability, and long-term brand relevanceat the country level.

Thisleaderis astrategic thought partner to Marketing, Commercial, Strategy, and Bottling System leadershipensuring insights are embeddedend-to-endacross strategy, innovation, creative development, and portfolio choices, whilemaintainingstrong connectivity with theEOUand Global Insights networks.

WhatYou’llDo for Us

Lead the Consumer and ShopperStrategy & Leadership

• Develop and implement thelocalConsumer and ShopperInsights learning plan in alignment withEOUPortfolio andInsights and Category networks.

• Serve as the consumer voice across stakeholder groups, grounding business decisions inconsumer and shopper led insights.

• Delivermarket specificactionable insightsconnected to locally relevant needs,motivationsandperceptionsthat shape brand strategy, positioning, andin marketexecution.

• Produce localized shopper insights (barriers, triggers, journeys)taking into accountthe country channel mix and embedinsights into POS, in-store superiority, and channel activation

Translate Human UnderstandingIntoBusiness Guidance 

• Act as the single point of accountability for consumer, shopper, and category insights, ensuring consistency in frameworks while keeping them locally relevant.

• Turn human motivations, barriers, and behaviors into actionable recommendations for marketing, commercial, and innovation teams.

• Influence decisions on portfolio strategy, execution priorities, media focus, and recruitment strategies through insight‑driven narratives.

Bring Analytical Excellence and Next‑Gen Insight Capabilities

• Define and lead marketing performance analytics to focusing on enabling brand growth.

• Integrate multiple data sources—syndicated, shopper, bottler, first‑party digital, and proprietary research—to deliver coherent, holistic insights.

• Apply next‑gen insight capabilities—developed in partnership with theEU OUHuman Insights team—leveragingAI/ML models, predictive analytics, behavioral science, and digital intelligence to translate signals into actionable business opportunities.

• Leverage digital ethnography, social listening,sentimentAI, and cultural intelligence to detect emerging behaviors and whitespace opportunities.

Brand & InnovationInsightsActivation

Provide insights leadership across key marketing processes: 

• Lead innovation opportunity identification, concept development, product and packaging assessment, consumercocreationand New Product Launch Tracking

• Develop insights for creative territories; support creative briefing, development, validation, and optimization.

• Ensureinsightsactivation that influences senior marketing and commercial decisionmakers.

Lead, Inspire, and Build Capability

• Drive a culture of curiosity and learning across the system, acting as the clear, influential voice of the consumer and shopper to senior leadership and bottler partners.

Network & People Leadership

• Bring country‑level trends, signals, and insights to the OU to inform broader strategic decisions.

• Contribute to theEU OUHuman Insights network by sharing learnings,deploying best practicesand sometimes leading charter learning plans.

• Manage, coach, and develop the Senior Manager, Portfolio & InsightsGermanyensuring clarity of priorities, capabilitydevelopmentand engagement.

Qualifications & Experience

• Bachelor’sdegreerequired.

• 10+ years of experience in Consumer& Shopper Insights, Market Research& Analytics, CategoryManagementor related field; Marketing or Innovation experience preferred.

• German speaking