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Director, Media & Creative Insights
Role Purpose
The Human Sciences Director, Media & Creative Insights leads the strategy, measurement, and learning agenda for media and creative effectiveness across the North America Operating Unit (NAOU). This role partners with Connections & Media, Brand, Analytics, Global Insights, and agency partners to design, scale, and measure audience‑led communications that strengthen human connection and drive business outcomes. You will advance data‑driven audience planning, link creative quality to media investment, and apply rigorous measurement (MMM, brand lift, in‑flight testing) to drive continuous improvement. You will also translate key learnings into practical playbooks, testing approaches, and forums that raise the bar for creative excellence and media sophistication in NAOU.
Success requires comfort navigating a highly matrixed environment, strong storytelling and influence, experience in creative and media research, and a passion for staying ahead of industry, consumer, and platform trends.
What You’ll Do for Us
Media & Audience Insights Leadership: Co‑lead audience strategy with Connections & Media, Brand, and agency partners, using consumer, behavioral, and platform data to identify priority audiences and guide portfolio‑level optimization. Translate brand objectives into audience‑first, channel‑specific hypotheses and learning agendas that inform briefs and in‑flight decision‑making.
Measurement, Testing & Continuous Improvement: Advance media measurement frameworks (MMM/eMMM, brand lift, attribution/experimentation) and ensure KPIs and learning goals are embedded in the brief. Develop NAOU/global evaluation frameworks to scale what works across brands. Influence clear post‑campaign assessments to diagnose what worked and why to inform continuous learning loop.
Creative & Shopper Intelligence: Design creative, shopper, and packaging/VIS research (eye-tracking, predictive analytics, POS and shelf testing) and evaluation protocol to improve decision-making and in-market performance. Steward and establish design principles to enhance creative effectiveness across physical and digital environments.
Scale LearnX & Iterative Diagnostic Approaches: Expand LearnX beyond attention to include broader and holistic metrics (creative quality signals, audience fit, wear‑in/wear‑out diagnostics), creating a scalable testing solution for social and short-form content. Integrate creative testing insights into internal systems to strengthen end‑to‑end campaign evaluation.
Future‑Forward Modern Capability Building: Leverage 1PD, developing a panel to use for rapid experimentation and insights. Pilot AI agent for creative insights to streamline synthesis, toplines, and speed of decision‑making. Explore an always‑on social listening program to surface category, cultural, and platform trends early.
Champion Best‑in‑Class Thought Leadership: Serve as a strategic consultant across Human Sciences, IMX, Brand and Commercial/Shopper teams, helping shape annual learning agendas and capability-building plans. Provide clear direction to agency teams on learning objectives, testing rigor, and measurement expectations. Provide ongoing insights on evolving consumer behavior and platform shifts to guide communication strategy.
Qualifications & Requirements
Minimum
- Bachelor’s degree in Marketing, Communications, Business, Behavioral/Social Science, or related field.
- 8+ years of experience in media analytics & measurement, audience planning, advertising research, or consumer insights.
Preferred
- Master’s degree (MBA, Social Science, or related field).
- 12+ years of experience across media measurement, creative/advertising research, audience planning, and agency/CPG partnership roles.
Skills & Experience We Value
- Media & Measurement Expertise: Strong fluency in MMM, brand lift, attribution, and experimental design.
- Audience Planning: Experience building audience‑led media strategies using 1P/2P/3P data, segmentation, and platform‑level targeting.
- Analytical & Synthesis Skills: Ability to connect disparate data sources, uncover insights, spot patterns, and build compelling narratives.
- Research Craft: Knowledge of end-to-end research design for creative, shopper, and packaging testing methodologies.
- Storytelling & Influence: Executive‑ready communication that turns complex data and insight into action.
- Innovation & AI Orientation: Curiosity and comfort piloting new tools and methodologies with judgment about what to scale.
- Collaboration & Leadership: Thrives in a fast-paced, networked environment with strong agency management and cross-functional alignment.
- Industry Knowledge: Deep understanding of media, advertising, consumer behavior trends, and research/analytics tools.
- Agility & Prioritization: Operates with focus and speed, managing complexity and competing priorities.
What We’ll Do for You
Join a high‑performing, globally networked Human Sciences & Advanced Analytics organization dedicated to transforming how we understand people and build communications that matter. In this role, you will directly shape how Coca‑Cola NAOU creates, measures, and scales world‑class media and creative work, while expanding your skills and impact across a connected, future‑focused insights community.
Skills:
Leadership; Influencing; Consumer Trends; Analytical Thinking; Quantitative Research; Waterfall Model; Market Research; Human Insights; Group Problem Solving; Brand Positioning; Communication; Consumer Research; Decision Making; Syndicated Research
The Coca-Cola Company will not offer sponsorship for employment status (including, but not limited to, H1-B visa status and other employment-based nonimmigrant visas) for this position. Accordingly, all applicants must be currently authorized to work in the United States on a full-time basis and must not require The Coca-Cola Company’s sponsorship to continue to work legally in the United States.
Pay Range:
$169,000 – $200,000
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.
The Coca-Cola Company is an Equal Employment Opportunity/Affirmative Action employer. If you are an individual with a disability and need a reasonable accommodation to assist with your job search or application for employment, please click here. You can also view our employment policies or if you have a question on fraudulent recruitment activity.
