Director, Stills, Belux

The Coca-Cola Company; Brussel; On-site; EUR 150,000 - 210,000; Full time

Job summary

The Coca-Cola Company in Belgium and Luxembourg seeks a Director, Brand Management – BELUX to lead brand strategy and activation for one or more top trademarks. You will translate global and EU strategies into locally resonant plans, driving growth and market share through insight-driven, commercially-grounded execution.

You will lead a team of Senior Managers and collaborate with bottlers, commercial, IMX, and regional partners to deliver flawless campaigns across all channels and ensure

Qualifications

• Bachelor’s degree required; advanced degree preferred.
• 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 stakeholder management skills.
• Fluent in English; French and/or Local preferred.

Responsibilities

• Lead longterm and annual strategy for one or more trademarks within the local portfolio.
• Translate global and EU OU strategies into locally relevant, insightdriven 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.
• 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.
• 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 Local consumer and customer needs.
• Lead postlaunch reviews, embedding lessons into future plans.
• 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 Belux channels.
• Serve as the primary brand interface with the EU OU Category Teams.
• Ensure Belux needs and insights influence future global and regional brand plans.
• Participate in OU/global forums and contribute Belux best practices to the network.
• 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.
• Lead, coach, and develop a team of Senior Managers and Managers.
• Build brand marketing capability across Belux, ensuring strong talent pipelines.
• Foster a culture of creativity, consumer obsession, commercial focus, and operational rigor.
• 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.

Skills

Brand leadership

Strategy development

Cross-functional leadership

Stakeholder management

Education

Bachelor’s degree

Advanced degree preferred

Job description

Role Purpose

The Director, Brand Management – BELUX leads the development and execution of the brand strategy for one or more major trademarks within the Belux 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 OU strategies. As a key member of the BELUX 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 Belux, 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

• Brand Strategy & Portfolio Leadership
• Lead longterm and annual strategy for one or more trademarks within the local portfolio.
• Translate global and EU OU strategies into locally relevant, insightdriven 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.
• 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.
• 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 Local consumer and customer needs.
• Lead postlaunch reviews, embedding lessons into future plans.
• 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 Belux channels.
• System & Network Collaboration
• Serve as the primary brand interface with the EU OU Category Teams.
• Ensure Belux needs and insights influence future global and regional brand plans.
• Participate in OU/global forums and contribute Belux best practices to the network.
• 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.
• People Leadership & Capability Building
• Lead, coach, and develop a team of Senior Managers and Managers.
• Build brand marketing capability across Belux, ensuring strong talent pipelines.
• Foster a culture of creativity, consumer obsession, commercial focus, and operational rigor.
• 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

• Bachelor’s degree required; advanced degree preferred.
• 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 Local 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.

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 solely for internal hiring purposes within the Europe Operating Unit.