Senior Director, Brand Management, Sparkling Flavors

Job Title: Senior Director, Brand Management GERMANY

Location: Germany — Berlin

Reports To: Vice President, Marketing GERMANY

Role Purpose

The Senior Director, Brand Management GERMANY leads the end-to-end strategy, creation, execution, and evaluation of the brand agenda for the full portfolio of brands in Germany. As one of the most senior roles in the Frontline Marketing organization, this leader is accountable for driving sustainable growth, strengthening brand equity, and delivering market leading performance across all consumer groups, categories, and channels.
The role sets the long-term brand vision, shapes integrated strategies, and ensures worldclass execution across innovation, communication, commercial activation, and total consumer experience. The Senior Director partners directly with global category teams, Europe OU leadership, Franchise partners, bottler executives, and cross functional teams to ensure clarity, alignment, and impactful delivery.
This role also leads a multidisciplinary team of brand leaders and ensures that brand strategies and plans are sharp, insight driven, commercially grounded, and flawlessly executed in the market.

What You’ll Do For Us

• Brand Leadership & German Strategy
• Lead the total brand strategy for Germany, creating longterm and annual plans that deliver brand growth, market share expansion, and consumer relevance.
• Build strategic choices based on deep consumer, cultural, and market insight.
• Identify opportunities to outpace competition and lead category performance.
• Ensure brand strategies are aligned with global direction and OU priorities.
• Integrated Planning & Performance Management
• Oversee development of brand plans that span media, creative, innovation, packaging, customer activation, shopper marketing, and commercial execution.
• Lead performance routines with brand teams to track brand health, NSR, GP, equity, and penetration.
• Drive continuous improvement across all brand building levers.
• Innovation, Creative Excellence & IMX Integration
• Guide the brand innovation pipeline and ensure relevance, differentiation, and strong execution.
• Partner with IMX, Media, and Creative teams to ensure best in class creative platforms and fully integrated IMX activation.
• Build culturally resonant platforms, always on content, and full funnel plans that drive measurable brand impact.
• Commercial & Customer Collaboration
• Work closely with the Customer & Commercial Senior Director to ensure brand plans are tightly integrated with customer strategies.
• Shape brand and commercial plans that drive execution excellence across all channels and customers.
• Support customer selling with compelling brand narratives, category insights, and activation toolkits.
• System Leadership & Bottler Partnership
• Act as the senior brand counterpart to the bottler leadership team, shaping and delivering joint system plans.
• Partner with Franchise, Commercial, RGM, Supply Chain, and Finance teams to ensure cohesive system alignment.
• Influence bottler decision making on innovation, investment, visibility, and local execution.
• Cross Functional Leadership & Network Collaboration
• Partner with Insights, PACS, RGM, Finance, Legal, IMX, and OU/global marketing teams to deliver aligned, high quality brand work.
• Represent Germany in European network forums and contribute to global initiatives with GERMANY market insight.
• People Leadership, Culture & Capability
• Lead a team of Directors and Senior Managers across brand management and key marketing capability areas.
• Develop, coach, and inspire high performing teams with clear accountability and strong succession depth.
• Foster a culture of creativity, excellence, collaboration, agility, rigor, and consumer obsession.
• Governance & Operational Excellence
• Ensure compliance with brand governance, SRA & claims approval, responsible marketing, and sustainability guidelines.
• Drive operational discipline in planning, budgeting, investment decisions, project management, and measurement.

Qualifications & Experience

• Bachelor’s degree required; advanced degree preferred.
• 12–15 years of progressive brand leadership experience within FMCG or related industries.
• German language essential.
• Proven experience managing large brand portfolios or multiple brand teams.
• Demonstrated success in leading large cross functional teams and delivering growth.
• Deep knowledge of brand strategy, insights, innovation, creative development, and IMX integration.
• Strong commercial and system leadership experience.
• Exceptional communication, influencing, negotiation, and leadership skills.
• Experience partnering with bottlers, customers, and global/OU marketing teams.
• Ability to lead through complexity and drive transformation.