Job Description Summary:
Job Title: Senior Director, Channel & Portfolio
Reports to: VP, Customer & Commercial Germany
Location: Germany
Direct Reports: none
Role summary
The Senior Director Channel & Portfolio is the enterprise leader responsible for shaping how our full portfolio wins across all channels, shoppers, and customers in the market. This role defines and leads the shift from fragmented, brand by brand activation to scalable, multi-brand, insight driven platforms that deliver sustainable, profitable growth.
As a senior system orchestrator, the role aligns Marketing, RGM, Commercial, bottler, and OU teams behind a unified activation and portfolio strategy—using data, advanced analytics, and financial rigor to drive insight led choices and measurable commercial outcomes.
This role also serves as the local commercial planning integrator, leading the Commercial LRP/ABP process in partnership with Strategy and coordinating local commercial teams to ensure cohesive, enterprise aligned plans across channels.
The Senior Director sets the activation vision, elevates system capabilities, and ensures strategy comes to life in market with scale, speed, and impact.
What You’ll Do for Us
Lead Channel & Portfolio Strategy and Enterprise Activation
- Designs, aligns, and integrates system execution targets across channels internally and with bottling partners, ensuring clear end to end ownership from strategy to in market delivery. This includes defining and aligning execution standards (Picture of Success) and targets for distribution and availability across AH and AFH, outlet coverage, SoVI & SoCVI (display), cooler placements (target and quality placements).
- Co creates and embeds best in class execution practices with bottling partners across key trade platforms, elevating consistency and quality of execution in market. This includes leadership of cooler effectiveness and efficiency programs, display placement, zoning, and space-to-sales principles, cross channel execution playbooks and customer selling stories grounded in shopper and outlet insights.
- Develops and co creates customer loyalty platforms with bottling partners across channels, ensuring portfolio and activation strategies translate into sustained customer engagement and repeat purchase. This includes At Home loyalty mechanics (e.g., value-led, frequency, and portfolio cross purchase), Away From Home loyalty programs tied to outlet engagement, menu presence, bar call and execution quality
- Leads joint planning with bottling partners for key executional “push moments” across the full portfolio, ensuring synchronized activation, sales focus, and resource deployment. This includes sales incentive programs aligned to portfolio mix, execution excellence, and NSR objectives and co-leading portfolio prioritisation during MIT / MARK and other critical trading moments
Lead Local Commercial LRP/ABP Planning & System Alignment
- Lead the Commercial LRP/ABP process for the market, partnering with Strategy and coordinating cross functional commercial teams to ensure integrated, insight led, and financially disciplined planning.
- Harmonize portfolio, channel, activation, and resource decisions across Marketing, RGM, Customer/Commercial, bottler, and the OU.
- Ensure planning processes are efficient, insight driven, and connected to performance management.
Drive Insight Led Decision-making, Investment Choices & Innovation
- Lead system alignment on omni-channel commercial execution priorities, implementation plans and overall oversight across the ABC commercial execution framework.
- Embed data, analytics, AI, and financial rigor into activation and portfolio decisions, shifting the system to insight and value led approaches.
- Drive innovation in commercial activation models, piloting new technologies, test-and-learn approaches, and future-facing customer engagement formats.
- Accountable for delivering measurable portfolio and activation value, including profitable NSR growth, improved portfolio mix, activation ROI, and step-change in execution quality across channels
Build System Capability & Lead System Integration
- Act as a senior integrator across Marketing, Commercial Leadership, RGM, bottler, agencies, and EOU partners—mobilizing teams toward a shared activation and portfolio agenda.
- Build and scale activation capability, defining standards and exporting successful playbooks across channels and EOU markets.
- Establish a culture of collaboration, speed, innovation, and disciplined performance management.
Experience & Capabilities
- Proven senior leader with a strong innovation mindset, demonstrating the courage to challenge the status quo and drive large‑scale transformation across complex, matrixed, multi‑stakeholder environments.
- Deep strategic expertise across portfolio strategy, channel activation, shopper understanding, and Revenue Growth Management, underpinned by strong financial and analytical acumen.
- Advanced capability in leveraging data, analytics, and AI to inform investment choices, unlock growth opportunities, and deliver measurable business outcomes.
- Demonstrated system leadership, with the ability to influence senior stakeholders across Marketing, Commercial, RGM, bottler, and EOU to drive aligned execution without direct authority.
- Exceptional communication, storytelling, and executive presence, skilled at inspiring alignment and shaping compelling activation narratives for internal and external audiences.
- In‑market experience and franchise system familiarity preferred.
Travel
Up to 20–25%, depending on business needs.
Skills:
Location(s):
Germany
City/Cities:
BERLIN
Travel Required:
00% - 25%
Relocation Provided:
Yes
Job Posting End Date:
May 25, 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.
