Location: France 

Reports To: Senior Director, Brand Management France – CCTM 

Function: Marketing 

Role Purpose 

The Director, Brand Management – CCTM France leads the end-to-end brand management for Coca‑Cola Trademark (Original Taste, Zero Sugar, Light variants) 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, penetration, and commercial impact, working in close partnership with Customer & Commercial teams, CCEP (bottler), and cross-functional stakeholders. 

​As a key leader within the CCTM team, this role balances strong brand stewardship with agile local execution, ensuring global consistency while maximizing performance in the French market. 

What You’ll Do for Us 

1. Brand Strategy & Market Execution 

• Translate Global and Europe OU CCTM strategies into locally relevant, insight-led execution plans for France. 

• Ensure brand plans reinforce global positioning while delivering local market impact. 

• Drive brand equity, penetration, frequency, and market share growth. 

• Provide local market insights to shape future global and OU strategies. 

2. Annual & Multi-Year Planning 

• Lead development of annual brand plans, aligned with commercial strategy and market priorities. 

• Define KPIs, growth drivers, and investment priorities. 

• Contribute to mid-term (1–3 year) planning with performance insights and competitive analysis. 

• Ensure strong 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 fully integrated and deliver full-funnel impact. 

• Adapt global creative platforms to ensure cultural relevance in France. 

• Drive campaign excellence and in-market execution quality. 

4. Media & Connections Integration 

• Partner with Media & Connections teams to deploy data-driven, high-impact campaigns. 

• Ensure strong audience targeting, media effectiveness, and ROI optimization. 

• Support execution of connections ecosystems (media, digital, influencer, sponsorships). 

• Align with Customer & Commercial teams on shopper-facing activations. 

5. Innovation Activation & Portfolio Management 

• Lead local activation of innovation pipeline (packs, variants, claims, toolkits). 

• Ensure innovation launches are commercially viable and flawlessly executed. 

• Partner with cross-functional teams and CCEP to ensure readiness and execution excellence. 

• Embed post-launch learning and optimization. 

6. Commercial & Bottler Collaboration 

• Partner closely with CCEP to co-create connected brand and commercial plans. 

• Work with Customer & Commercial teams to ensure activation is relevant and executable across channels. 

• Ensure brand plans are aligned with customer, channel, and occasion strategies. 

• Support integration of RGM principles into brand plans. 

7. Cross-Functional & System Leadership 

• Collaborate across Insights, RGM, Finance, Supply Chain, PACS, and OU Brand teams. 

• Ensure strong alignment across Franchise, OU, and system partners. 

• Influence central teams to secure relevant assets, investments, and support for France. 

• Actively contribute to system-wide ways of working and integration. 

8. Performance, Governance & Operating Discipline 

• Monitor brand performance across volume, NSR, share, brand equity, and campaign effectiveness. 

• Lead performance tracking, reporting, and course correction. 

• Ensure compliance with brand governance, legal, regulatory, and claims requirements. 

• Drive 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 strategy, Media & Connections, and execution excellence. 

• Foster a culture of accountability, collaboration, and consumer-centricity. 

• Strengthen succession pipelines and talent development. 

Qualifications and Experience 

• Bachelor’s degree required (Master’s preferred). 

• 10–12+ years of brand management experience in FMCG or related sectors. 

• Strong experience in executing centrally developed strategies within local markets. 

• Proven track record of driving brand growth and commercial impact. 

• Experience working within franchise systems and/or with bottlers (e.g., CCEP). 

• Strong expertise in brand strategy, Media & Connections, innovation activation, and integrated planning. 

• Demonstrated ability to lead and develop teams. 

• Strong stakeholder management, influencing, and communication skills. 

• Ability to operate effectively in a complex, matrixed environment. 

• French language skills are considered an advantage, but are not essential.

What We Can Do For You 

• Brand Leadership: Manage an iconic global trademark in a key European market. 

• System Exposure: Work across Franchise, OU, and bottler ecosystem (CCEP). 

• End-to-End Ownership: Drive execution from strategy translation to market delivery. 

• Development: Strong growth environment within a high-performing Marketing function. 

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.