Brand Management Director, Sparkling

The Director, Brand Management – NL leads the development and execution of the brand strategy for one or more major trademarks within the Netherlands portfolio. Operating in a Top9 priority market, this leader plays a central role in driving brand growth, strengthening consumer relevance, and delivering commercial impact through locally resonant plans that fully leverage global and Europe Operating Unit (OU) strategies. 

As a key member of the NL Marketing Leadership Team, the Director ensures brand plans are insight driven, commercially grounded, and flawlessly executed. This leader works in close partnership with the Senior Director Marketing Netherlands, the bottler (CCEP), Commercial, IMX, Media, Insights, PACS, Finance, RGM, and the Europe OU category network. 

The Director manages and develops a team of Senior Managers and/or Managers to deliver brilliant activation, impactful innovation launches, and strong marketing execution across all channels and touchpoints. 

What You’ll Do for Us 

1. Brand Strategy & Portfolio Leadership 

• Lead long-term and annual strategy for one or more trademarks within the local portfolio. 

• Translate global and EU OU strategies into locally relevant, insight driven brand plans. 

• Identify growth opportunities using consumer insights, cultural trends, category dynamics, and competitive analysis. 

• Build plans that grow penetration, brand preference, and market share while reinforcing portfolio coherence. 

2. Integrated Planning & FullFunnel Activation 

• Develop annual brand plans including communication, media, digital, PR, experiential, shopper, and customer activation. 

• Ensure IMX, brand ideas, innovation, and media work as a unified system to drive fullfunnel results. 

• Adapt global creative platforms and toolkits into highquality, marketspecific executions. 

3. Innovation Leadership 

• Activate innovation launches with excellence—ensuring readiness across pack, claims, communication, RGM, shopper and customer activation. 

• Provide input to the OU and global teams based on Dutch consumer and customer needs. 

• Lead postlaunch reviews, embedding lessons into future plans. 

4. Commercial, Customer & Bottler Collaboration 

• Partner closely with the Senior Director Customer & Commercial, Channel Leads, and bottler teams to align brand priorities with customer strategies. 

• Support customer sellins with compelling category narratives, brand plans, and activation toolkits. 

• Ensure brand plans are executable and commercially viable across Netherlands channels. 

5. System & Network Collaboration 

• Serve as the primary brand interface with the EU OU Category Teams. 

• Ensure Netherlands needs and insights influence future global and regional brand plans. 

• Participate in OU/global forums and contribute Netherlands best practices to the network. 

6. Performance Management 

• Monitor brand performance across equity, penetration, value share, NSR, GP, distribution, and media effectiveness. 

• Lead brand reviews and performance routines, adjusting plans based on insights. 

• Ensure each brand delivers against financial, consumer, and customer KPIs. 

7. People Leadership & Capability Building 

• Lead, coach, and develop a team of Senior Managers and Managers. 

• Build brand marketing capability across Netherlands, ensuring strong talent pipelines. 

• Foster a culture of creativity, consumer obsession, commercial focus, and operational rigor. 

8. Governance, Compliance & Operational Excellence 

• Ensure brand governance, SRA & claims approval, legal compliance, and sustainability requirements are followed. 

• Lead disciplined planning processes, investment stewardship, project management, and measurement. 

• Ensure flawless execution across creative, media, shopper, and commercial channels. 

Qualifications & Experience 

• 8–12 years of brand management or marketing leadership experience within FMCG. 

• Strong experience activating global/OU strategies at the local market level. 

• Proven success leading brand growth, complex projects, and crossfunctional alignment. 

• Strong people leadership; experience managing Senior Managers/Managers. 

• Expertise in brand strategy, IMX, media, insightdriven planning, innovation, and commercialization. 

• Strong system leadership experience, ideally working with bottlers or franchise partners. 

• Excellent communication, influencing, and stakeholdermanagement skills. 

• Fluent in English; French and/or Dutch preferred. 

What We Can Do for You 

• Opportunity to lead major trademarks in one of the EU OU’s Top9 markets. 

• High visibility across BeNeLux, EU OU, and Global networks. 

• Close collaboration with system stakeholders and senior commercial leadership. 

• Career development path toward Senior Director Marketing roles. 

• A dynamic environment that encourages creativity, testing, learning, and impact.