Director, Brand Management, Sparkling Flavors, Fr

The Coca-Cola Company; Issy-les-Moulineaux; Sur place; EUR 180 000 - 260 000; Plein temps

Résumé du poste

The Coca-Cola Company in France seeks a Director of Brand Management for Sparkling Flavours (Fanta and Sprite) to translate global and Europe strategies into locally relevant plans. You will lead end-to-end brand stewardship, drive market share growth, and build culturally resonant brand experiences across media, innovation, and in-market activation.

Collaborating with Customer, Commercial, and bottler teams, you will set strategy, lead multi-year planning, and ensure global consistency with

Qualifications

• Bachelor’s degree required; Master’s preferred.
• 10–12+ years of brand management experience in FMCG or related sectors.
• Experience with youth-oriented, high-innovation or culturally driven brands is advantageous.
• Strong track record in executing centrally developed strategies within local markets.
• Proven ability to drive growth through brand activation and consumer engagement.
• Experience within franchise systems and with bottlers (e.g., CCEP).
• Fluency in French is an asset; English proficiency is expected.

Responsabilités

• Lead brand strategy and market execution for Sparkling Flavours in France.
• Develop annual and multi-year brand plans with KPIs and investments.
• Drive integrated campaigns across Media & Connections, digital and experiential touchpoints.
• Collaborate with CCEP and commercial teams on in-market activation and ROIs.
• Lead local activation of innovation pipelines and monitor post-launch performance.
• Partner with cross-functional teams to ensure alignment and resources.
• Mentor Senior Managers and build capability in brand building and execution.

Connaissances

Brand management

Leadership

Stakeholder management

Market insights

Formation

Bachelor’s degree

Master’s preferred

Description du poste

Director, Brand Management – Sparkling Flavours (Fanta / Sprite), France

Location: France

Direct Reports: Senior Manager(s) Sparkling Flavours

Function: Marketing

Role Purpose

The Director, Brand Management – Sparkling Flavours (Fanta / Sprite) France leads the end-to-end brand management for the Sparkling Flavours portfolio in France. This role is accountable for translating Global and Europe OU (operating unit) brand strategies into locally relevant, insight-led execution plans, ensuring excellence across Media & Connections, innovation deployment, and in-market activation. Operating within the Franchise model, the Director plays a critical role in delivering market share growth, brand equity, recruitment, and consumption frequency by building culturally relevant, distinctive brand experiences for Fanta and Sprite. Working in close partnership with Customer & Commercial teams, CCEP (bottler), and cross‑functional stakeholders, this role balances strong brand stewardship with agile, locally relevant execution, ensuring global consistency while maximizing impact in the French market.

What You’ll Do for Us

1. Brand Strategy & Market Execution

• Translate Global and Europe OU Sparkling Flavours strategies into locally relevant, insight‑led execution plans for Fanta and Sprite.
• Ensure brand plans reinforce distinct brand roles, positioning, and target audiences within the portfolio.
• Drive brand relevance, recruitment, penetration, and market share growth, particularly with key consumer segments.
• Provide local insights on consumer, cultural, and flavor trends to shape future global and OU strategies.

2. Annual & Multi‑Year Planning

• Lead development of annual brand plans for Fanta and Sprite aligned with commercial and category priorities.
• Define KPIs, growth drivers, and investment priorities across the portfolio.
• Contribute to mid‑term (1–3 year) planning, incorporating innovation and portfolio evolution.
• Ensure alignment with France Marketing LT priorities and Franchise direction.

3. Integrated Planning & Execution Excellence

• Lead execution across Media & Connections, digital, social, PR, and experiential touchpoints.
• Ensure campaigns are integrated and deliver full‑funnel impact, from awareness to conversion.
• Adapt global creative platforms to ensure strong cultural relevance and local resonance in France.
• Drive distinctive, engaging brand experiences that strengthen consumer connection and brand love.

4. Media & Connections Integration

• Partner with Media & Connections teams to deploy data‑driven, high‑impact campaigns.
• Ensure effective audience targeting, channel mix, and media ROI optimization.
• Support activation across connections ecosystems (digital, influencer, social, music, gaming, sponsorships).
• Align with Customer & Commercial teams on shopper and occasion‑based activations.

5. Innovation Activation & Portfolio Management

• Lead local activation of the Sparkling Flavours innovation pipeline (flavors, packs, limited editions, claims).
• Ensure innovation supports recruitment, excitement, and portfolio differentiation.
• Partner with cross‑functional teams and CCEP to ensure commercial readiness and execution excellence.
• Drive post‑launch evaluation and continuous optimization of the portfolio.

6. Commercial & Bottler Collaboration

• Partner closely with CCEP to co‑create connected brand and commercial plans.
• Collaborate with Customer & Commercial teams to ensure strong in‑market execution across channels and occasions.
• Ensure brand strategies are translated into actionable and executable plans.
• Support integration of RGM principles (price‑pack architecture, promo strategy) into brand plans.

7. Cross‑Functional & System Leadership

• Collaborate with Insights, RGM, Finance, Supply Chain, PACS, and OU Brand teams.
• Ensure alignment across Franchise, OU, and system stakeholders on priorities and execution.
• Influence central teams to secure relevant assets, innovation, and investment support for France.
• Contribute to system‑wide integration and best practice sharing.

8. Performance, Governance & Operating Discipline

• Monitor performance across volume, NSR, share, brand equity, recruitment, and campaign effectiveness.
• Lead performance tracking, reporting, and course correction.
• Ensure compliance with brand governance, legal, regulatory, and claims standards.
• Promote a culture of data‑driven decision making and continuous improvement.

9. People Leadership & Capability Building

• Lead, coach, and develop Senior Managers and Managers.
• Build capabilities in brand building, Media & Connections, and innovation activation.
• Foster a culture of creativity, collaboration, accountability, and consumer‑centricity.
• Strengthen talent pipeline and succession readiness.

Qualifications and Experience

• Bachelor’s degree required (Master’s preferred).
• 10–12+ years of brand management experience in FMCG or related sectors.
• Experience working on youth‑oriented, high‑innovation or culturally driven brands is a strong advantage.
• Strong track record in executing centrally developed strategies within local markets.
• Proven ability to drive growth through brand activation, innovation, and consumer engagement.
• Experience working within franchise systems and/or with bottlers (e.g., CCEP).
• Strong expertise in brand strategy, Media & Connections, innovation, and integrated execution.
• Demonstrated ability to lead and develop teams.
• Strong stakeholder management and influencing skills.
• Ability to operate effectively in a fast‑paced, matrixed environment.
• French language skills are considered an advantage, but are not essential.

What We Can Do For You

• Brand Impact: Lead a dynamic portfolio of iconic and culturally relevant brands (Fanta & Sprite).
• System Exposure: Work across Franchise, OU, and bottler ecosystem (CCEP).
• End‑to‑End Ownership: Drive execution from strategy translation to market activation.
• Growth Environment: Be part of a high‑performing, consumer‑centric Marketing organization.