Senior Manager, Influencers

Senior Manager, Social & Influencers Germany

Role Purpose

The Senior Manager, Social & Influencer Germany is responsible for creating and executing best‑in‑class social & influencer strategies that elevate the cultural relevance, conversation share, and digital engagement of the Coca‑Cola Company’s portfolio in Germany.

This is a new market‑level capability, introduced only in the Top 9 countries to bring influencer, creator, and social activation closer to consumers, and to ensure the discipline is tightly integrated into local brand plans, IMX strategies, Central OU frameworks and commercial realities.

The Senior Manager is a hands‑on expert in creator partnerships, social channel strategy, cultural listening, influencer governance, and real‑time content activation. With no central support, this role must demonstrate entrepreneurial drive, strong stakeholder management, and the ability to orchestrate multiple internal and external partners (agencies, creators, platforms, bottlers) to deliver high‑impact, high‑quality social/influencer content that drives brand love and business outcomes.

What You’ll Do for Us

Social & Influencer Strategy

• Localise the central OU social & influencer strategy for international brands for in‑market activation, and develop the in‑market specific social & influencer strategy for key local brands , aligned with local brand teams, Connections, Creative, and Commercial priorities, in alignment with the Central OU Social & Influencer team’s governance and guidelines

• Identify culturally relevant moments, communities, creators, and platforms that can amplify brand narratives and unlock organic reach.

• Ensure influencer & social plans are integrated early in the brand planning cycle and designed to drive measurable outcomes across the consumer journey.

Influencer Program Execution

• Identify, evaluate, brief, contract, and manage influencers/creators across micro, mid‑tier, macro, and celebrity tiers, ensuring relevance, authenticity, and brand safety.

• Partner with agencies to manage influencer sourcing, contracting, coordination, content review, and performance tracking.

• Drive always‑on creator programming, realtime cultural activation, and campaign‑specific influencer bursts.

Social Program Execution

• Execute the organic social media strategy for key local brand(s) by overseeing the appointed agency and ensuring day‑to‑day delivery across organic social channels.

• Actively apply the central trend‑spotting process to identify and activate relevant real‑time opportunities within the brand’s organic social content, and execute them in alignment with the local team and agency.

• Work closely with Media to identify organic posts on local channels that are suitable for paid amplification, supporting the achievement of Paid Media objectives.

• Consistently use centrally provided tools, platforms, and processes to manage planning, execution, reporting, and collaboration.

Content Development & Social Storytelling

• Shape and oversee the creation of social‑first, platform‑native social & influencer content in collaboration with creators, brand teams, and creative partners.

• Ensure social & influencer content ladders up to brand narratives and is built to perform natively on TikTok, Instagram, YouTube, X, Snapchat, etc.

• Promote experimentation with new creative formats, emerging creators, and platform innovations, in alignment with the central OU Social & Influencer team.

• Scale centrally created assets, content, and themes.

Governance, Compliance & Brand Safety

• Ensure local influencer activity complies with all internal rules, legal requirements, advertising standards, and disclosure guidelines.

• Collaborate with the central OU Social & Influencer team, Legal, Procurement, Finance, and IMX to manage contracts, negotiations, payment process, and brand safety frameworks.

• Maintain consistent governance processes for influencer selection, briefing, content approval, and reporting. Sharing learnings and best practice with Central OU teams.

• Act as key community member across all advocacy and influencer stakeholders across countries and with the central teams.

Measurement, Analytics & Optimization

• Track influencer and social content performance using dashboards, IMX measurement tools, platform analytics, and custom evaluation frameworks.

• Connect the loop between impressions → expressions → engagement → traffic → conversion → advocacy.

• Provide post‑campaign reviews and insights to strengthen future strategy and investment decisions.

• Contribute to central Social & Influencer reporting.

Cross‑Functional Leadership (without people management)

• Partner with Local Brand Teams to ensure social & influencer work is connected to brand strategies, campaign ideas, and activation calendars.

• Partner with the central OU Social & Influencer team to ensure all local social & influencer activities are in line with the OU‑level strategy and guidelines.

• Collaborate with Creative (Consumer), Creative (Shopper), Media, Connections, Insights, Digital, and Commercial partners.

• Coordinate with central teams, and bottler teams to ensure influencer and social programs land effectively at point‑of‑sale and in customer environments.

Relationships & Network Collaboration

• In collaboration with the Central Social & Influencer team, build & maintain strong relationships with social platforms (Meta, Google, TikTok, Snap), creator economy partners, and cultural communities.

• Work within the global‑regional‑local network to source best practices, creative inspiration, and new emerging models.

• Collaborate with agencies and contractual workers to deliver best‑in‑class social & influencer work for the market.

Qualifications & Requirements

• Bachelor’s degree in Marketing, Communications, Digital Media, or related field.

• 6–8 years of experience in influencer marketing, social media strategy, digital content creation, or cultural partnerships (FMCG preferred but not required).

• German language essential.

• Deep cultural understanding of the country this role supports, including fluency in the main language of the country.

• Deep understanding of creator economy dynamics, platform behaviors, and best practices across TikTok, Instagram, YouTube, and emerging channels.

• Experience managing creator partnerships, negotiations, briefings, content approval, and performance evaluation.

• Strong storytelling and content development skills with the ability to guide creators and agency partners.

• Strong analytical capability; able to interpret social analytics, creator KPIs, and campaign measurement frameworks.

• Excellent stakeholder management, influencing, and communication skills.

• Experience working in networked/cross‑functional environments (brand, legal, media, IMX, creative, procurement).

• Ability to thrive in high‑paced, fast‑changing environments with a strong level of autonomy.

• Culturally curious; connected to emerging creators, trends, and digital culture.

What We Can Do for You

• Impact: Shape how Coca‑Cola brands show up in culture and across creator communities in a major global market.

• Creative Playground: Work with top creators, platforms, and agencies to craft cutting‑edge social content.

• Network Growth: Collaborate with global and regional influencer and social experts to scale best practices.

• Empowerment: Operate with autonomy and entrepreneurial freedom as GB builds local social/influencer capability for the first time.

Confidentiality Notice

This job description outlines the general nature and key 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.