Senior Director, Marketing, FR

Senior Director, Marketing - France

Location: France
Reports To: Country General Manager, France
Direct Reports: Directors and Senior Directors across Brand Management, IMX, Creative, Media & Connections, Innovation, Insights (structure may evolve)
Function: Marketing

Role Purpose

The Senior Director, Marketing - France is the most senior marketing leader for France, one of the largest and most strategically important markets in the Europe Operating Unit (OU). This role defines the long-term brand, consumer, and category growth strategy for France across all trademarks, ensuring world-class brand building, creative excellence, data-driven marketing, and deep system alignment.

This leader sets multi-year strategic direction and guides execution across the full portfolio: Coca-Cola Trademark (CCTM), Sparkling Flavors (SPF), Stills, and emerging categories. The role ensures global and OU strategies are translated into culturally resonant, insight-driven, commercially grounded French market plans that drive long-term brand equity, penetration, frequency, and sustainable NSR and OI growth.

The Senior Director partners closely with Franchise Leadership, bottler executives, Category & IMX teams, PACS, Finance, Insights, Legal, RGM, and Customer & Commercial leadership to deliver an integrated growth agenda for France. This role leads a multi-layer team (Senior Directors, Directors, Senior Managers), building capabilities, creative ambition, and a high-performance marketing culture.

The GM retains full P&L accountability; the Senior Director Marketing manages and optimizes DME across the portfolio within guardrails set by the GM.

What You'll Do for Us

1. National Portfolio Leadership & France Growth Strategy

• Lead the end-to-end marketing strategy for all Coca-Cola brands and categories in France.

• Build the multi-year portfolio vision and annual plans that drive brand equity, household penetration, category expansion, and improved NSR/OI.

• Translate global and Europe OU category strategies into locally relevant, insight-driven, culturally powerful market strategies for France.

• Define portfolio roles, brand priorities, growth spaces, and investment choices that maximize value creation in a complex, competitive market.

• Lead the brand building, creative excellence, and IMX agenda across all French brands.

• Ensure creative work is culturally resonant, insight-led, distinctive, and aligned with global platforms.

• Oversee the development of breakthrough full-funnel experiences across IMX, media, digital, social, experiential, sponsorship, and retail environments.

• Elevate creative standards, storytelling craft, asset quality, and speed-to-market.

• Drive the France media and connections strategy, ensuring the right balance of reach, quality, digital acceleration, and precision marketing.

• Oversee measurement rigor (MMM, MTA, brand lift, media quality KPIs) and ROI improvements.

• Lead partnerships across digital platforms, publishers, influencers, retail media, and content ecosystems.

• Ensure brand assets are optimized for digital channels, always-on content, and performance-driven marketing.

• Set direction for France's innovation and renovation pipeline across all categories.

• Partner with OU and global Category teams to shape future concepts based on French consumer, cultural, regulatory, and customer insights.

• Ensure innovation launches land with excellence, including proposition development, claims, packaging, communication, and cross-functional readiness.

• Lead robust post-launch reviews, ensuring learnings drive pipeline evolution.

• Act as the senior marketing counterpart to the bottler leadership team in France.

• Build a unified system (Company + Bottler) plan for brand, innovation, integrated marketing, and customer activation.

• Influence bottler strategic decisions across media investment, production, in-store execution, and commercial activation.

• Lead joint business planning and marketing governance routines to ensure alignment and disciplined execution.

• Partner with Customer & Commercial leaders to ensure brand plans translate effectively into customer activation, retail priorities, and channel strategies.

• Work closely with Finance, Legal, PACS, Insights, Strategy, Digital/Commerce, RGM, and Supply Chain to deliver integrated, compliant, and efficient plans.

• Ensure marketing choices reinforce customer needs, category dynamics, commercial growth ambitions, and system priorities.

• Lead France's DME (Direct Marketing Expenses) allocation and optimization across categories and brands.

• Ensure disciplined planning, forecasting, ROI assessment, and dynamic reallocation of spend.

• Operate within DME guardrails set by the GM, who holds final accountability for the P&L and investment decisions.

• Ensure full compliance with legal, responsible marketing, brand governance, sustainability, and claims requirements.

• Lead and develop a multi-layer marketing team (Senior Directors, Directors, Senior Managers).

• Build capabilities in insights, brand strategy, creative excellence, digital, IMX, data-driven marketing, and commercialization.

• Foster a high-performance culture anchored in creativity, consumer obsession, collaboration, discipline, and inclusion.

• Ensure strong succession planning and develop future France and OU marketing leaders.

• Bachelor's degree required; advanced degree preferred.

• 15+ years of senior marketing leadership experience in FMCG/CPG (beverages strongly preferred).

• Proven ability to lead large portfolios and complex brand ecosystems at national or multi-market scale.

• Extensive experience with creative development, media, digital, insights, innovation, and integrated marketing.

• Strong experience managing multi-layer teams and influencing C-suite stakeholders.

• Demonstrated system leadership experience with bottlers or franchise partners.

• French language skills are considered an advantage, but are not essential.

• Lead the full marketing agenda for one of EU OU's most important markets.

• High visibility with France Franchise leadership, Europe OU marketing, and global category/creative/IMX teams.

• Opportunity to shape brand trajectories, creative ambition, and category growth for transformative impact.

• Strong career pathway toward VP/GM roles or OU/global marketing leadership.

City/Cities:
Issy Les Moulineaux

Travel Required:
00% - 25%

Relocation Provided:
Yes

Job Posting End Date:
July 16, 2026

Our Purpose and Growth Culture:

We are taking deliberate action to nurture an inclusive culture that is grounded in our company purpose, to refresh the world and make a difference. We act with a growth mindset, take an expansive approach to what's possible and believe in continuous learning to improve our business and ourselves. We focus on four key behaviors - curious, empowered, inclusive and agile - and value how we work as much as what we achieve. We believe that our culture is one of the reasons our company continues to thrive after 130+ years. Visit Our Purpose and Vision to learn more about these behaviors and how you can bring them to life in your next role at Coca-Cola.

Annual Incentive Reference Value Percentage:50
Annual Incentive reference value is a market-based competitive value for your role. It falls in the middle of the range for your role, indicating performance at target.