Senior Director, Marketing, FR

Senior Director, Marketing – France 

Location: France 
Reports To:  Country General Manager, France 
Direct Reports: Directors and Senior Directors across Brand Management, IMX, Creative, Media & Connections, Innovation, Insights (structure may evolve) 
Function: Marketing 
 

Role Purpose 

The Senior Director, Marketing – France is the most senior marketing leader for France, one of the largest and most strategically important markets in the Europe Operating Unit (OU). This role defines the long‑term brand, consumer, and category growth strategy for France across all trademarks, ensuring world‑class brand building, creative excellence, data‑driven marketing, and deep system alignment. 

This leader sets multi‑year strategic direction and guides execution across the full portfolio: Coca‑Cola Trademark (CCTM), Sparkling Flavors (SPF), Stills, and emerging categories. The role ensures global and OU strategies are translated into culturally resonant, insight‑driven, commercially grounded French market plans that drive long‑term brand equity, penetration, frequency, and sustainable NSR and OI growth. 

The Senior Director partners closely with Franchise Leadership, bottler executives, Category & IMX teams, PACS, Finance, Insights, Legal, RGM, and Customer & Commercial leadership to deliver an integrated growth agenda for France. This role leads a multi‑layer team (Senior Directors, Directors, Senior Managers), building capabilities, creative ambition, and a high‑performance marketing culture. 

The GM retains full P&L accountability; the Senior Director Marketing manages and optimizes DME across the portfolio within guardrails set by the GM. 

What You’ll Do for Us 

1. National Portfolio Leadership & France Growth Strategy 

• Lead the end‑to‑end marketing strategy for all Coca‑Cola brands and categories in France. 

• Build the multi‑year portfolio vision and annual plans that drive brand equity, household penetration, category expansion, and improved NSR/OI. 

• Translate global and Europe OU category strategies into locally relevant, insight‑driven, culturally powerful market strategies for France. 

• Define portfolio roles, brand priorities, growth spaces, and investment choices that maximize value creation in a complex, competitive market. 

2. Brand, Creative & IMX Excellence 

• Lead the brand building, creative excellence, and IMX agenda across all French brands. 

• Ensure creative work is culturally resonant, insight‑led, distinctive, and aligned with global platforms. 

• Oversee the development of breakthrough full‑funnel experiences across IMX, media, digital, social, experiential, sponsorship, and retail environments. 

• Elevate creative standards, storytelling craft, asset quality, and speed‑to‑market. 

3. Media, Digital & Connections Leadership 

• Drive the France media and connections strategy, ensuring the right balance of reach, quality, digital acceleration, and precision marketing. 

• Oversee measurement rigor (MMM, MTA, brand lift, media quality KPIs) and ROI improvements. 

• Lead partnerships across digital platforms, publishers, influencers, retail media, and content ecosystems. 

• Ensure brand assets are optimized for digital channels, always‑on content, and performance‑driven marketing. 

4. Innovation & Category Growth 

• Set direction for France’s innovation and renovation pipeline across all categories. 

• Partner with OU and global Category teams to shape future concepts based on French consumer, cultural, regulatory, and customer insights. 

• Ensure innovation launches land with excellence, including proposition development, claims, packaging, communication, and cross‑functional readiness. 

• Lead robust post‑launch reviews, ensuring learnings drive pipeline evolution. 

5. System Leadership & Bottler Collaboration 

• Act as the senior marketing counterpart to the bottler leadership team in France. 

• Build a unified system (Company + Bottler) plan for brand, innovation, integrated marketing, and customer activation. 

• Influence bottler strategic decisions across media investment, production, in‑store execution, and commercial activation. 

• Lead joint business planning and marketing governance routines to ensure alignment and disciplined execution. 

6. Cross‑Functional & Customer Alignment 

• Partner with Customer & Commercial leaders to ensure brand plans translate effectively into customer activation, retail priorities, and channel strategies. 

• Work closely with Finance, Legal, PACS, Insights, Strategy, Digital/Commerce, RGM, and Supply Chain to deliver integrated, compliant, and efficient plans. 

• Ensure marketing choices reinforce customer needs, category dynamics, commercial growth ambitions, and system priorities. 

7. DME & Financial Stewardship 

• Lead France’s DME (Direct Marketing Expenses) allocation and optimization across categories and brands. 

• Ensure disciplined planning, forecasting, ROI assessment, and dynamic reallocation of spend. 

• Operate within DME guardrails set by the GM, who holds final accountability for the P&L and investment decisions. 

• Ensure full compliance with legal, responsible marketing, brand governance, sustainability, and claims requirements. 

8. People Leadership & Capability Building 

• Lead and develop a multi‑layer marketing team (Senior Directors, Directors, Senior Managers). 

• Build capabilities in insights, brand strategy, creative excellence, digital, IMX, data‑driven marketing, and commercialization. 

• Foster a high‑performance culture anchored in creativity, consumer obsession, collaboration, discipline, and inclusion. 

• Ensure strong succession planning and develop future France and OU marketing leaders. 

Qualifications & Experience 

• Bachelor’s degree required; advanced degree preferred. 

• 15+ years of senior marketing leadership experience in FMCG/CPG (beverages strongly preferred). 

• Proven ability to lead large portfolios and complex brand ecosystems at national or multi‑market scale. 

• Extensive experience with creative development, media, digital, insights, innovation, and integrated marketing. 

• Strong experience managing multi‑layer teams and influencing C‑suite stakeholders. 

• Demonstrated system leadership experience with bottlers or franchise partners. 

• French language skills are considered an advantage, but are not essential.

What We Can Do For You 

• Lead the full marketing agenda for one of EU OU’s most important markets. 

• High visibility with France Franchise leadership, Europe OU marketing, and global category/creative/IMX teams. 

• Opportunity to shape brand trajectories, creative ambition, and category growth for transformative impact. 

• Strong career pathway toward VP/GM roles or OU/global marketing leadership. 

Confidentiality Notice 

This job description outlines the general nature and responsibilities of the role. Duties may evolve based on business needs. All information is confidential and intended for internal hiring purposes within the Europe Operating Unit.