Director, Digital Commerce, Channel & Portfolio, Romania

The Director, Digital Commerce, Channel & Portfolio is the enterprise leader responsible for driving profitable, predictable growth across all channels—At Home, Away From Home, and Digital Commerce (online grocery, quick commerce, AFH aggregators)—through a unified, data-driven system approach. The role owns the end-to-end digital commerce strategy, stewards portfolio and channel activation, and integrates LRP/ABP planning, ensuring choices are grounded in insights, advanced analytics/AI, and strong financial discipline. 

This role orchestrates the Company–bottler system for Romania, aligning on shared priorities, joint performance management, and integrated action plans. It leads eRGM, eRED, Retail Media (co-led with the bottler), and codifies activation excellence. As the market’s digital thought leader, the Director accelerates test-and-learn, scales proven innovations, and contributes to the EU Digital Commerce Network (toolkits, optimised assets, capability building). 

What You’ll Do for Us  

1) Own Digital Commerce Strategy, System Alignment & Decision Rights 

• Lead the market’s Digital Commerce strategy & execution, uniting Company and bottler behind a single plan and shared growth ambitions. 

• Guide system trade-offs and investment choices across portfolio/OBPPC, activation, IMX, Retail Media, and platform partnerships—within system guardrails. 

• Serve as the digital voice with Marketing, RGM, Operations and Finance to embed digital into all commercial decisions. 

2) Drive System Performance, KPIs & Predictable Results 

• Own channel system performance for Digital Commerce (volume, revenue, transactions, share, profit) versus BP/ABP targets. 

• Run data-driven business routines that move beyond reporting to root-cause, decisions, and next actions. 

• Lead joint business planning for digital channels with the bottler; secure measurable ROI and strong in-market execution. 

3) Lead eRGM, eRED, Platform Economics & Portfolio Performance 

• Define and continuously optimize eRGM across digital subchannels: pack-price architecture, promo strategy, platform fees/economics, customer P&L. 

• Establish and track eRED for key customers/platforms to balance platform economics, customer value creation and system returns. 

• Maximize assortment, visibility, conversion, and basket expansion across digital platforms; link to Look of Success (LoS). 

4) Lead Retail Media Strategy & Investment (with the Bottler) 

• Co-lead Retail Media strategy, planning, and investment governance; align IMX and Digital Commerce roles and measurement frameworks. 

• Set KPIs/attribution for conversion, shopper engagement, and platform growth; ensure ROAS and incrementality discipline. 

5) Channel & Portfolio Strategy and Activation Excellence 

• Develop integrated portfolio and channel strategies that ensure consistent execution across At Home, Away from Home, and eCommerce. 

• Design and deploy multi-brand activation platforms, aligned to market opportunities, global assets, and sustainability/packaging priorities. 

• Translate strategies into channel activation plans and LoS guidelines—codify, scale, and continuously improve. 

6) Local Commercial Planning (LRP/ABP) & Integrated Routines 

• Lead/shape inputs to LRP/ABP in partnership with Strategy, Marketing, RGM and Commercial–ensuring connected, insight-led, financially disciplined plans. 

• Ensure system alignment (Company, bottler, OU) and stronger planning–performance linkage through embedded analytics. 

7) Analytics, AI & Innovation 

• Embed advanced analytics and AI into forecasting, pricing, promo, assortment, media, and conversion modelling. 

• Run test-and-learn programs; incubate partnerships and pilots; scale proven innovations across RO and the EU network. 

• Champion data democratization and decision quality; institutionalize learnings and playbooks. 

8) System Leadership, External Influence & Capability Building 

• Build senior relationships with the bottler and key digital customers (retailers, aggregators, platforms) to drive joint value creation. 

• Represent the Company on digital commerce topics, shape industry dialogue and platform evolution. 

• Lead capability building on activation excellence; codify best practices across channels and share across the system. 

 Experience & Capabilities 

• Senior experience in Digital Commerce/eCommerce/Omnichannel or platform-based roles with proven P&L/target delivery. 

• Track record using AI, data science, and advanced analytics to inform pricing, promo, assortment, and media decisions. 

• Strong understanding of aggregators and platform economics (online grocery, quick commerce, AFH delivery). 

• Depth in portfolio strategy, channel activation, shopper/customer marketing or RGM. 

• Demonstrated ability to influence without authority across matrixed systems; strong bottler/commercial partnership experience. 

• Robust commercial, RGM, shopper, and financial acumen; disciplined performance management and ROI mindset. 

• Outstanding communication and storytelling; skilled at simplifying complexity and aligning diverse stakeholders. 

• Local market experience (Romania) required; franchise/bottler market and commercial planning exposure are advantages. 

• Language: Romanian & English (fluent). 

Qualifications 

• Bachelor’s degree required; advanced degree preferred (Business, Analytics, Marketing or related). 

• 8–12+ years in relevant commercial/digital roles with increasing scope and system leadership. 

Travel 

• Up to 20–25%, subject to business needs.