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The Coca-Cola Company

Senior Director, Brand Management - smartwater

Salary$193k – $224k
LocationUS - GA - Atlanta
Work modeon-site
Typefull-time
DepartmentMarketing
Company size10,000+ people
First seen1w ago
Last seen15h ago
Job Description Summary:
About the company
At The Coca-Cola Company, we exist to refresh the world and make a difference through loved brands, done sustainably for a better shared future. Working here is more than working for the global beverage leader, it’s an opportunity to be a part of something that can positively impact the world.   Our North America Operating Unit (NAOU) Marketing Teams are responsible for marketing and growing a portfolio of brands – ensuring that each brand connects deeply with local consumers in ways that scale globally.
Role Overview
Lead the smartwater growth agenda across the North America Operating Unit, strengthening brand equity, consumer relevance, and business performance for one of The Coca-Cola Company’s billion-dollar brands. This role shapes the full brand experience—from product and packaging to positioning, communications, innovation, and commercial execution.
Key Responsibilities
•
Lead annual and multi-year growth planning, including the five-year innovation pipeline and strategic choices needed to deliver brand, portfolio, and business objectives.
•
Own the full brand experience across product, packaging, positioning, communications, and value proposition, ensuring strong commercialization across consumer, shopper, customer, and Coca-Cola system touchpoints.
•
Lead brand positioning, equity-building, portfolio choices, and investment decisions that sharpen differentiation and maximize return.
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Partners with cross-functional teams, bottlers, customers, agencies, and suppliers to develop and scale products, packaging, programs, and experiences that meet consumer needs and deliver brand objectives.
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Use consumer insights, cultural foresight, AI-enabled tools, analytics, and performance data to inform decisions, identify growth opportunities, and improve speed to market.
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Track and communicate brand performance across volume, revenue, share, equity, innovation, and marketplace execution.
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Lead, coach, and develop talent by setting priorities, building capability, and fostering accountability, inclusion, digital fluency, and continuous improvement.
Qualifications
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10+ years of progressive marketing leadership experience, preferably within CPG, beverage, lifestyle, or consumer-led brand environments.
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Proven ability to lead brand strategy, innovation, portfolio management, commercialization, and cross-functional execution that delivers measurable results.
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Strong understanding of Coca-Cola system dynamics, revenue growth management, customer and channel strategy, and commercial integration.
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Experience using marketing technology, AI tools, consumer data, and analytics to improve effectiveness, selling stories, and decision-making.
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Bachelor’s degree required; MBA preferred.
Key Competencies
•
Strategic Agility – Translates market shifts, consumer insights, and category dynamics into a clear growth agenda.
•
Innovation Leadership – Prioritizes and scales ideas that create consumer value, differentiation, and growth.
•
Data Fluency – Uses analytics, AI, and performance measurement to sharpen decisions, optimize investment, and improve business outcomes.
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Collaboration & Influence – Builds trusted partnerships across functions, bottlers, customers, agencies, and senior stakeholders, with the ability to align teams, navigate complexity, and influence decisions across all levels of the organization.
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Change Leadership – Creates clarity through ambiguity, leads transformation, and advances tech-enabled workflows, agile practices, and new ways of working that help teams move faster and work smarter.
•
Consumer-Centric Mindset – Demonstrates deep understanding of consumer behavior, culture, category dynamics, and premium hydration trends to build relevant, differentiated brand experiences.
•
Communication Excellence – Communicated other key stakeholders. s with clarity, confidence, and impact, tailoring messages for diverse audiences and driving alignment with senior leaders, cross-functional partners, customers, bottlers, agencies, and other key stakeholders.
Legal
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.
Skills:
Brand Management, Brand Strategy, Business Analytics, Competitive Assessments, Consumer Segmentation, Cross-Functional Leadership, Innovation, Leadership, Marketing Insights, Marketing Planning, Marketing Strategies, Portfolio Management, Project Management, Team Player
Pay Range:
United States: 193,000 - 224,000 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:
September 25, 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.
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