At a Glance
- Tasks: Lead the ARTD category strategy and drive growth across Europe.
- Company: Join Coca-Cola, a global leader in beverages with a strong brand presence.
- Benefits: Competitive salary, annual incentives, and comprehensive benefits package.
- Other info: Opportunity to work in a collaborative environment with a focus on innovation.
- Why this job: Shape the future of ARTD and make a significant impact in a dynamic market.
- Qualifications: 10-15 years in marketing or management, preferably in alcohol beverages.
The predicted salary is between 110000 - 156000 £ per year.
The Senior Director, Marketing (ARTD) is a category leader responsible for shaping and accelerating the ARTD business across Europe, driving scalable, profitable growth across priority markets. This role operates at a network system level, defining the strategic direction for the category while orchestrating execution across countries, bottlers, and functions. It focuses on unlocking growth in top ARTD markets, building repeatable models that can scale across Europe.
Acting as an extension of the Stills VP leadership team, the role ensures strong alignment between category strategy, portfolio decisions, and in-market execution, while safeguarding The Coca-Cola Company’s brand equity, system priorities, and long‑term value creation.
What You’ll Do for Us
- Category Leadership & Strategy
- Define and lead the mid‑ to long‑term ARTD category strategy across Europe.
- Set clear market archetypes and priorities, with a strong focus on winning in top ARTD markets (e.g., GB, Germany, Netherlands, Poland).
- Identify and unlock step‑change growth opportunities through consumer, channel, and competitive insights.
- Translate category ambition into clear, scalable strategic choices across markets.
- Portfolio & Innovation Leadership
- Shape the ARTD portfolio strategy, including brand roles, innovation pipelines, and expansion priorities.
- Define a focused, high‑impact innovation agenda aligned with category growth and system capabilities.
- Ensure portfolio decisions are scalable, differentiated, and economically viable across markets.
- Partner with global and OU teams to align on portfolio direction and innovation priorities.
- Growth & Commercial Agenda
- Own the end‑to‑end growth framework for ARTD, linking category strategy to tangible volume, revenue, and profit delivery.
- Define the critical commercial levers (RGM, channel strategy, occasions, cold availability, etc.) required to win in‑market.
- Shape joint business planning frameworks with bottlers, ensuring alignment on priorities and targets.
- Drive focus on top market execution, ensuring resources and capabilities are concentrated where ARTD can win.
- Marketing Leadership & Execution Excellence
- Define the integrated marketing approach for ARTD across Europe (brand building + commercial activation).
- Drive DME investment frameworks, ensuring effectiveness, efficiency, and clear ROI.
- Champion modern, demand‑led marketing models (e.g., social‑first, influencer, occasion‑based).
- Ensure consistent brand expression while enabling local market relevance.
- System Orchestration & Network Leadership
- Act as a system integrator, aligning Marketing, Commercial, Finance, Insights, and Operations around a single growth agenda.
- Influence and mobilize country leaders, bottlers, and cross‑functional teams to deliver integrated execution.
- Build capability across the network, elevating ARTD expertise and ways of working.
- Lead cross‑market routines, ensuring best practice sharing and rapid scaling of what works.
- Governance, Risk & Compliance
- Ensure strict adherence to alcohol marketing regulations, brand safety standards, and responsible marketing practices.
- Partner with Legal, Public Affairs, and technical teams to ensure compliant innovation and activation.
- Proactively manage reputational and regulatory risks across European markets.
Qualifications & Experience
- Bachelor’s degree required; preferred fields include Marketing, Business Administration, Economics, or related discipline.
- 10–15+ years of experience across marketing, commercial, or general management roles.
- Strong experience in alcohol beverages, ARTD, or adjacent categories preferred.
- Proven track record in category building, portfolio strategy, and multi‑market growth delivery.
- Strong commercial acumen with ability to translate strategy into P&L impact.
- Demonstrated ability to operate and influence in a networked organization across multiple stakeholders.
- Experience working in complex, multi‑market, regulated environments.
- Experience working with strategic partners, alliances, or joint business models.
For Spain:
- Base Salary: 110,000 EUR to 156,000 EUR
- 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 Kingdom
City/Cities: London
Travel Required: 00% - 25%
Relocation Provided: No
Job Posting End Date: July 11, 2026
Senior Director, ARTD Europe in London employer: Coca-Cola HBC
Coca-Cola HBC is an exceptional employer, offering a dynamic work culture that fosters innovation and collaboration in the heart of London. Employees benefit from competitive salaries, comprehensive benefits, and ample opportunities for professional growth, making it an ideal place for those looking to make a meaningful impact in the marketing field across Europe.
