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Senior Director, Consumer and Occasion Strategy Lead
The Consumer & Occasion Strategy Lead will serve as the CVG (Customer Value Growth) Value Hub expert on consumer behavior and sentiment, responsible for spotting emerging trends and translating them into actionable insights that drive channel effectiveness, customer growth and consumer-centric innovation. This is a newly defined role that will report into the Senior Director II, Consumer & Channel Strategy within the FSOP Customer Value & Growth team.
As a strategic connector and integrator across FSOP and business stakeholders, the Consumer & Occasion Strategy Lead partners closely with insights, brand, sales, retail activation, and bottler teams to ensure the consumer is at the center of every channel solution, activation, and go-to-market strategy. This role demands a strategic, bold, and disruptive thinker—someone who challenges conventional approaches, anticipates industry shifts, and inspires innovative solutions grounded in deep consumer understanding.
Ultimately, the Consumer & Occasion Strategy Lead equips customer teams with actionable, consumer-led solutions that elevate how Coca-Cola shows up wherever people dine, gather, and connect.
Key Responsibilities
- Develop and champion scalable occasion-based strategies and frameworks that align with FSOP growth drivers and evolving consumer rituals
- Build and continuously refine a holistic and future-focused view of consumer attitudes, behaviors, and motivations across channels using primary research, marketplace data, and trends
- Serve as the team’s expert on consumer trends and insights, translating macro learnings and timely trends into actionable “so what?” narratives for use in channel solutions
- Create and deliver tools and frameworks that enable account teams to confidently apply consumer insights in customer planning and activation
- Partner with Channel Strategy, Insights, Customer Marketing, Brand, and Innovation leads to ensure a unified, consumer-centric approach to commercial strategy
- Collaborate with insights partners across Coca-Cola, including Customer Strategic Insights and Human Insights, to ensure consumer and occasion thinking is embedded throughout the FSOP commercialization process
- Construct and maintain detailed consumer journey maps, identifying key missions and barriers to conversion across channels
- Distill data to help account teams pinpoint high-potential growth opportunities based on consumer journeys and need states
- Inform the design and assessment of “test & learn” pilots to validate and scale occasion-led strategies
Qualifications
- Proven ability to translate consumer behavior, cultural trends, and research findings into actionable strategies and frameworks.
- Deep expertise in both qualitative and quantitative research methodologies, including mapping consumer journeys and identifying conversion barriers.
- Exceptional storytelling and communication skills, with the ability to distill complex ideas into clear, compelling narratives for diverse audiences.
- Strong cross-functional influencing skills; comfortable collaborating across marketing, sales, and commercial teams in a highly matrixed environment.
- Demonstrated strategic mindset, future-focused thinking, and comfort with ambiguity.
- Experience with FSOP or away-from-home channels is a strong plus.
- 7–10+ years of progressive experience in consumer strategy, brand marketing, insights, or channel/customer strategy, ideally within CPG, foodservice, or retail. BA required, MBA preferred.
Skills
Strategic insight, Analytical acumen, Storytelling, Cross-functional collaboration, Influential executive presence, Framework development, Project management, Future-oriented mindset, Communication, Customer and consumer-centric focus
Location – Atlanta Preferred, but will consider US (Remote)
Travel – Approximately 25%
Skills:
Strategic Foresight; Consumer Centricity; Cross-Functional Teamwork; Consumer Behavior; Brand Marketing; Human Insights; Storytelling; Strategic Insights
Pay Range:
$189,000 – $217,000
Base pay offered may vary depending on geography, job-related knowledge, skills, and experience. A full range of medical, financial, and/or other benefits, dependent on the position, is offered.
Annual Incentive Reference Value Percentage:
30
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.
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.
We are an Equal Opportunity Employer and do not discriminate against any employee or applicant for employment because of race, color, sex, age, national origin, religion, sexual orientation, gender identity and/or expression, status as a veteran, and basis of disability or any other federal, state or local protected class.
