Senior Director, Brand Management - smartwater

Job Description

Summary:

At The Coca-Cola Company, we exist to refresh the world and make a difference through loved brands, done sustainably for a better shared future. Working here is more than working for the global beverage leader, it’s an opportunity to be a part of something that can positively impact the world.

Lead the smartwater growth agenda across the North America Operating Unit, strengthening brand equity, consumer relevance, and business performance for one of The Coca-Cola Company’s billion-dollar brands. This role shapes the full brand experience—from product and packaging to positioning, communications, innovation, and commercial execution.

• Lead annual and multi-year growth planning, including the five-year innovation pipeline and strategic choices needed to deliver brand, portfolio, and business objectives.
• Own the full brand experience across product, packaging, positioning, communications, and value proposition, ensuring strong commercialization across consumer, shopper, customer, and Coca-Cola system touchpoints.
• Lead brand positioning, equity‑building, portfolio choices, and investment decisions that sharpen differentiation and maximize return.
• Partners with cross‑functional teams, bottlers, customers, agencies, and suppliers to develop and scale products, packaging, programs, and experiences that meet consumer needs and deliver brand objectives.
• Use consumer insights, cultural foresight, AI‑enabled tools, analytics, and performance data to inform decisions, identify growth opportunities, and improve speed to market.
• Track and communicate brand performance across volume, revenue, share, equity, innovation, and marketplace execution.
• Lead, coach, and develop talent by setting priorities, building capability, and fostering accountability, inclusion, digital fluency, and continuous improvement.

• 10+ years of progressive marketing leadership experience, preferably within CPG, beverage, lifestyle, or consumer‑led brand environments.
• Proven ability to lead brand strategy, innovation, portfolio management, commercialization, and cross‑functional execution that delivers measurable results.
• Strong understanding of Coca‑Cola system dynamics, revenue growth management, customer and channel strategy, and commercial integration.
• Experience using marketing technology, AI tools, consumer data, and analytics to improve effectiveness, selling stories, and decision‑making.
• Bachelor’s degree required; MBA preferred.

• Strategic Agility – Translates market shifts, consumer insights, and category dynamics into a clear growth agenda.
• Innovation Leadership – Prioritizes and scales ideas that create consumer value, differentiation, and growth.
• Data Fluency – Uses analytics, AI, and performance measurement to sharpen decisions, optimize investment, and improve business outcomes.
• Collaboration & Influence – Builds trusted partnerships across functions, bottlers, customers, agencies, and senior stakeholders, with the ability to align teams, navigate complexity, and influence decisions across all levels of the organization.
• Change Leadership – Creates clarity through ambiguity, leads transformation, and advances tech‑enabled workflows, agile practices, and new ways of working that help teams move faster and work smarter.
• Consumer‑Centric Mindset – Demonstrates deep understanding of consumer behavior, culture, category dynamics, and premium hydration trends to build relevant, differentiated brand experiences.
• Communication Excellence – Communicated other key stakeholders. s with clarity, confidence, and impact, tailoring messages for diverse audiences and driving alignment with senior leaders, cross‑functional partners, customers, bottlers,…