Senior Director Connections & Shopper Effectiveness & Capabilities
EME OU (Eurasia Middle East Operating Unit) Marketing is undergoing a step change to deliver more balanced, sustainable growth, powered by deeper
consumer intimacy, stronger integration, accelerated innovation, and data- and tech-enabled precision marketing. The organization is designed to combine local
relevance with scale, shift data and technology from experimentation to competitive advantage, and operate through flywheel execution with clear accountability for impact and ROI (Return on Investment). All roles operate within a tightly integrated OU-Market model, where the OU elevates and enables long term growth + OU-wide platforms while markets integrate, execute, and track performance with speed and rigor while developing local content, partnership and experiences.
Focus, Scope, & Impact:
Elevate Connections capabilities across media, retail media, and shopper marketing by driving data- and tech-powered precision, accelerating hyper segmentation, and shortening the conversion funnel. This role leads breakthrough initiatives, capability building and partner upskilling to turn connections into a measurable growth engine and will create the capabilities, projects and partnerships that will elevate/ enable the markets to connect Data and Media including Retail, Culture, Commerce (shopper), Social and Partners - making every moment of truth addressable and special for specific/ personalized consumers and shoppers.
- Lead media capabilities including retail media, JBPs (joint business planning), and ROI. Leverage advanced analytics, AI, and MarTech to improve targeting, personalization, and performance.
- Orchestrate social ecosystems, influencers, data, e-commerce to win in the social space (including social commerce)
- Drive Studio X/ Open X effectiveness and operating excellence across markets
- Elevate how the organization plans, activates, and optimizes full-funnel connections, from awareness to conversion driving the shift from broad reach to granular, hyper-segmented activation.
- Lead special, high-impact breakthrough projects focused on hyper personalized/ transactable connection capabilities
- Elevate shopper marketing capabilities and effectiveness across the OU
- Define clear media performance standards, KPIs, and ROI frameworks for connections. Improve incrementality measurement across media, retail media, and shopper touchpoints.
- Act as a thought leader and role model for modern, performance-driven connections
- Enable and activate the IMX (Integrated Marketing Experience) network especially focused on media and epics talents (with global, OU peers and market talents)
Experience & Critical Requirements- Significant marketing and leadership experience with great focus on media, data/tech/AI, consumer journeys, agency management, e-comm
- Great knowledge of relevant marketing disciplines: innovation, creative strategy, connections, design, category/brand positioning & growth strategy
- Led scaled, complex, cross-functional and cross-geographical teams and projects
- Led projects and capabilities that leverage Digital/ Data/ AI as edges
- Led and developed teams directly and external partners (agencies)
- Behaviours: Growth Mindset: someone that is curious, dreams big, does what is hard and has an enterprise mindset.
- Passionate and uncompromisable commitment to excellence and servant leadership
What We Can Do For You- Challenging Work: Our unique global system offers constant opportunities to develop world-class skills and a truly international career.
- Iconic Brand: Work on the most recognized brand in the world and be part of developing the brands next chapter.
- Exposure to World Class Leaders: Availability to global marketing leaders that will expand your network and exposure you to emerging digital platforms and marketing insights.
Brand Architecture, Brand Positioning, Channel Management, Competitor Analysis, Creative Briefs, Digital Media Strategy, Group Problem Solving, Local Advertising, Marketing Activation, Marketing Strategies, Media Planning, People Management, Shopper Marketing, Social Media Strategies, Sponsorships, SWOT Analysis, Team Management
Location(s):Trkiye
City/Cities:Istanbul
Travel Required:00% - 25%
Relocation Provided:No
Job Posting End Date:July 16, 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.
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.
