Description
Summary:
Job Title:Senior Director, Integrated Marketing Experiences (IMX),Germany
Location:Germany
Reports To:Vice President, Marketing,GERMANY
Direct Reports:Will have severalpeople in the local Germany team, that report into this role
Role Purpose
The Senior Director, Integrated Marketing Experiences (IMX)GERMANYleads theMedia,Partnerships, Design, deployment, and optimization ofend-to-endconsumer connectionsacross theCoca-ColaCompany’s total portfolio inGermany. As a senior functional expert within theGERMANYMarketing Leadership Team, this leaderis responsible forcreatingbestinclassIMX strategies that drive cultural relevance, brand growth, media effectiveness, and measurable business impact across all our Sparkling, Stills, and Trademark brands.
This role elevates marketing excellence throughfull funnelorchestration, expert media investment, precision targeting, and continuous performance optimization. It partners deeply with Brand Senior Directors, Commercial, Insights, and our bottling partner to ensure every campaign, experience, and brand touchpoint reaches the right audience, in the right way, at the right moment.
This leader manages ateam of IMX specialists, providing direction, capability building, and coaching whilemaintainingstrong relationships with media agencies, platform partners, and external suppliers. The Senior Director ensures that IMX is a strategic growth engine forGERMANY—driving impact with constrained resources,leveragingdigital, social, and experiential platforms, and championing both creativity and operational discipline.
WhatYou’llDoForUs
IMX Leadership & Strategic Direction
1. Lead the development of theGERMANYIMX strategy, ensuring alignment with brand portfolio priorities, businessobjectives, and local market dynamics.
2. Translate consumer insights, media behaviours, and cultural trends into actionable connection strategies that strengthen brand equity and conversion.
3. Act as the central IMX expert within theGERMANYMarketing Leadership Team, shaping the strategic agenda for communication and connection excellence across brands.
Media & Investment Leadership
4. Lead all paid media investment strategy& activationsforGERMANYacross TV, OOH, Audio, Digital, Programmatic, Social, Search, Retail Media, and Experiential channels.
5. Optimizespend across Owned, Earned, Shared, and Paid media to maximize ROI andfull funnelperformance.
6. Ensure media planningand activation plans aregrounded in data, effectiveness frameworks, and progressive digital capability.
Cross Functional& Brand Partnership
7. Partner with Senior Directors (CCTM, SparklingFlavours, Stills & ARTD) to build integrated plans that maximize the power and coherence of brand messaging.
8. Collaborate with Insights to embed audience understanding, targeting methodologies, and measurement frameworks.
9. Actively influencebottlerand customer teams to ensure IMX choices are reflected ontheground and instore.
10. Collaborate with central functionsto accelerate leadingmarketing activation plans
Agency & External Partner Leadership
11. Leadday-to-dayand strategic management of media agencies, content partners, creative networks, and technology providers.
12. Drive performance, innovation, and accountability across the agency ecosystem.
13. Build strong relationships with platform partners (e.g., Meta, Google, TikTok) to delivercutting-edge,high impactideas and executions.
IMX Execution, Optimization & Measurement
14. Oversee the execution and delivery of multiple IMX programs, ensuring they hit targets,optimizeefficiencies, remain on budget, and are culturally relevant.
15. Leadpost programevaluations, connecting the loop from impressions → engagement → action → transactions.
16. Leverage tools including MMM, competitive reporting, custom research, analytics dashboards, and audience platforms to continuously refine IMX strategies.
17. Ensure IMX activity strengthens both brand equity andshort-termbusiness performance.
People Leadership & Capability Building
18. Lead, coach, and develop a team of IMX managers and specialists, building deep capability in media, content, digital performance, measurement, and emerging platforms.
19. Foster a culture of curiosity, creativity, discipline, experimentation, and collaboration.
20. Build future bench strength and succession planning within IMX and the broader marketing capability ecosystem.
Governance, Compliance & Continuous Improvement
21. Ensure compliance with brand governance, media policies, data privacy, claims, SRA, and marketing standards.
22. Champion agile ways of working and structured operating rhythms to elevate IMX performance.
23. Drive marketing efficiency and operational excellence across all IMX programs.
Qualifications & Experience
24. Bachelor’s degree in Marketing, Communications, Media, Business, or related fieldrequired.
25. 10–15+ years in media, IMX, connections strategy, or integrated marketing leadership roles.
26. German language essential
27. Deepexpertisein both offline and digital media strategy, planning, buying, optimization, and evaluation.
28. Strong knowledge ofdata drivenmarketing, audience segmentation, performance marketing, and platform innovations.
29. Proventrack recordleading teams and influencing senior stakeholders across brands, commercial, bottler, and agency environments.
30. Experienceestablishingmeasurement frameworks (MMM, brand equity, attribution, lift studies, journey analytics).
31. Strong negotiation, communication, storytelling, and stakeholder management skills.
32. Demonstrated ability to deliver impact under budget constraints and in highly competitive media environments.
33. Comfortable working in afast paced, matrixed,cross functional, and entrepreneurial culture.
What We Can DoForYou
34. High VisibilityLeadership Role:Serve as the IMX thought leader for a top global market.
35. Creative & Digital Innovation Platform:Opportunity to experiment, innovate, and push boundaries with worldclass partners.
36. Cross PortfolioInfluence:Impactevery major brand in theGERMANYmarket across Sparkling, Stills, and Trademark.
37. Growth Culture:An environment that empowers bold thinking, agility, and continuous development.
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.
Skills:
Location(s):
Germany
City/Cities:
BERLIN
Travel Required:
00% - 25%
Relocation Provided:
No
Job Posting End Date:
April 27, 2026