Director, Marketing – Customer & Shopper Marketing – Specialty Retail

The Director, Marketing – Customer & Shopper Marketing – Specialty Retail leads strategic marketing for the Specialty Retail portfolio within the Large Store East and West teams. This role is responsible for developing and executing strategies that drive customer value, deepen brand connection, and grow beverage incidence and profitability.

As a critical leader in joint business planning, integrated marketing programs, innovation, and digital initiatives, the Director will manage cross-functional partnerships to advance customer strategies. This role collaborates closely with Sales, Brand, Loyalty, Digital, Analytics, and Agency/Creative teams to translate business objectives and customer insights into impactful, integrated activation programs.

We are seeking a highly strategic, collaborative, innovative, and results-driven marketing leader with an entrepreneurial spirit, a customer- and consumer-focused mindset, and exceptional project management skills.

Key Responsibilities:

Marketing Strategy and Execution:

• Lead the development and implementation of total beverage marketing strategies aligned with the overall customer strategy, fully leveraging the Coca-Cola value bundle.

• Utilize consumer insights, trends, brand ideas, national marketing initiatives, and internal tools/resources to support customer strategies and drive increased consumer preference.

• Construct and deliver annual marketing calendars that shape and contribute to the customer’s long-term planning process.

• Conduct customer marketing stewardship reviews to ensure alignment and progress toward strategic goals.

Insights:

• Present compelling selling stories by delivering the “What” (consumer and industry insights), “So What” (implications for the customer brand and category), and “Now What” (actionable recommendations).

• Identify and leverage customer-specific and channel marketing opportunities by prioritizing and capitalizing on channel, customer, and shopper insights while linking them to brand strategy.

• Provide customer business and opportunity assessments, including competitive analysis and recommendations for future growth and market integration.

Partnerships:

• Develop and maintain long-term customer partnerships, owning senior-level marketing relationships.

• Act as a champion for both customer and Coca-Cola imperatives, driving alignment and delivering on growth objectives.

• Build strong working relationships with internal channel owners, creative/agency partners, and external stakeholders to accelerate delivery and improve activation quality.

• Collaborate closely with Sales and Operations cross-functional teams to strengthen partnerships and drive business results.

Qualifications:

• Bachelor’s degree in Marketing, Business, or a related field; MBA preferred.

• 8+ years of experience in marketing, customer marketing, or shopper marketing, preferably within the consumer packaged goods (CPG) or beverage industry.

• Proven ability to develop and execute strategic marketing plans that drive customer value and business growth.

• Strong understanding of consumer insights, shopper behavior, and industry trends, with the ability to translate insights into actionable strategies.

• Demonstrated success in building and maintaining senior-level customer relationships.

• Exceptional project management, communication, and collaboration skills.

• Experience working with cross-functional teams, including Sales, Brand, Digital, and Analytics.

• Entrepreneurial mindset with a focus on innovation, results, and continuous improvement.

Why Join Coca-Cola?

At Coca-Cola, we are committed to fostering a culture of innovation, collaboration, and growth. As the Director, Marketing – Customer & Shopper Marketing – Specialty Retail, you will have the opportunity to lead impactful marketing strategies, work with iconic brands, and collaborate with a dynamic team to drive meaningful results for our customers and consumers.

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.

Account Management, Business Development, Business Insights, Communication, Consultative Sales Management, Customer Relationship Management (CRM), Customer Service Management, Decision Making, Leadership, Marketing, National Account Sales, Negotiation, Pitch Presentations, Results-Oriented, Sales Forecasting, Sales Management, Sales Process

Pay Range:

United States of America: 169,000 USD – 200,000 USD

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.

Location(s):

United States of America

City/Cities:

Atlanta

Travel Required:

00% – 25%

Relocation Provided:

No

Job Posting End Date:

June 9, 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.

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. When we collect your personal information as part of a job application or offer of employment, we do so in accordance with industry standards and best practices and in compliance with applicable privacy laws.